INTRODUCING: The new brand identity of Sickler, Torchia, Allen & Churchill CPA’s PC by RGI. As one of the largest accounting agencies in the Hudson Valley with multiple offices and part of the nationwide BDO Seidman Alliance, the agency asked RGI to conduct a brand study and make recommendations for change to enhance its positioning with commercial clients. RGI’s study revealed that the name of the agency had changed over time along with the partners, thus creating a challenge longer term in building brand recognition. To compensate for the potential of name changes over time, RGI introduced a symbol that would connect the firm regardless of the partners name, and permit brand equity to build over time and place. The new symbol is representative of agency’s primary territory, the Catskills/Hudson Valley region. The symbol’s layered treatment reflects the deep bench of talent and the agency’s partnership.
RGI also recommended a change to the color palette from ‘red’ to a ‘Catskills Green’ to better reflect the ‘promise’ of growth and health (vs. being ‘in the red’). As part of the new branding program, a tagline was developed to further assist in positioning the agency as responsive and service-oriented. The new tagline is also a reference to the partnership built between the client and agency as well as between the partners: ‘Your Partner When It Counts’. With the new brand positioning, Sickler, Torchia, Allen & Churchill is better positioned for their advertising and marketing to capture the attention and engage target audiences.
The new identity is rolling out the winter and spring of 2013