Project Overview

Having been a key part of the top 20 accountancy firm, Haines Watts, for more than a decade, a select group of entrepreneurial minds wanted to explore new opportunities under a new business and powerful new brand.

The leadership team approached us to work collaboratively with their head of brand and internal marketing department to develop a new name for the business and to create a striking new look that will help stand them out from their competition and the traditional accountancy landscape.

Our Approach

The first step as always, brand workshop with the key stakeholders to unearth the key objectives and attributes of the new brand. During this session, a series of exercises were carried out to drive direction for their new business name and after numerous brainstorming sessions with the creative team, we pulled together a series of shortlisted names that met our rigorous criteria along with trademarking standards and legalities.

In collaboration with the client, we collectively agreed on the name Fortus. It represented many positive and relevant terms in relation to the discovery session, it was modern, yet not extreme or unnecessarily clever, it was reflective of the culture and operation of the business, it had an optimal blend of differentiation and market fit and had ideal domain names available.

Fortuna, Favi, Fortus – Fortune Favours the Brave.

Brand Messaging

The name Fortus evokes associations of security, dependability and professionalism, often desired attributes of accountants. Also, as business advisors they’re strong, brave and ambitious, using their knowledge, experience and resources to guide, support and serve their growing community. They offer exciting opportunities to all, and together, provide their clients with the clarity, advice and extended team to deliver on their goals and ultimately achieve their wealth ambitions.

This statement was shortened to; Where knowledge, strength and courage deliver on your ambitions, to create a simplified strapline that encompasses the manifesto of the business

Strong foundations

Becoming an extension of the Fortus team, they were able to utilise our knowledge and expertise to create a solid brand to build upon. We briefed the creative direction, which allowed their internal team and digital partners to drive and develop the brand.