Top 100 UK accountancy firm Macalvins has launched its new “Fierce and full of potential” identity, reflecting more than two decades of growth from a single practice to an international tax, wealth and accounting services group.
Macalvin’s refreshed brand identity marks the next stage in its evolution from an accountancy firm that provides services to a strategic guide for ambitious businesses and private clients.
The new brand recognises how far the firm has travelled since it was founded in 1990 in London, as it now sits at the heart of a group of more than 350 people and has been ranked by industry publications in both the Top 100 and Top 75 practices in the UK, while offering international reach through its membership of PrimeGlobal, an association of more than 300 firms across 112 countries.
Tariq Husain, CEO of Macalvins, said: “Life and business have become fiercer. Our clients don’t just want an average accountant. They are looking for a strategic guide that is focused on every aspect of their financial lives.
“Our rebrand portrays the story of a firm that has grown from a single office to become one of the leading practices, but it also shows how we plan to set ourselves apart.
“We needed an identity to match our ambitions and we are excited to now be sharing it with the world.”
The rebrand is built around the personas of some of the natural world’s courageous, dependable and hard-working animals, featuring a bold array of creatures that “Lead in the Wild”.
This is a response to a financial landscape that is changing faster than ever for its clients, as they deal with ever-changing markets, a technological revolution and the advancement of AI.
Macalvins’ response is to focus on where it creates the greatest value for clients, such as commercial judgement, insight, experience and perspective. All qualities that cannot be automated.
“Working in an increasingly multifaceted world, with lots of noise and distraction, we have created a brand that is aligned with our goal of cutting through the complexity to focus on plain-speaking, effective strategic guidance, which makes a real difference to our clients’ lives,” explained Tariq.
“We don’t want to be the people who just tell clients what happened. We want to help them decide what happens next and how to respond, which is why we need to stand out and ensure our message is heard.”
Alongside the brand, the firm has undertaken significant work on its values and culture to ensure that the new look meets up to the way the practice operates.
Tariq added: “A brand only means something if it’s true inside the business. Our people bring real energy to their work and we wanted the identity to match it.
“I’m genuinely excited about where this takes us as a group, both for our clients and for anyone who wants to build their career with us.”
The change comes as Macalvins continues to expand its offering through the growth of the wider Macalvins Group, as it brings in specialists from its acquisition of Spencer Hyde and Cox Costello & Horne in the last 18 months.
“We have become much more than one firm. Whether a client needs audit, payroll, tax planning or long-term wealth advice, they’re dealing with one pack working towards the same goal,” added Tariq. “Together, Macalvins, Macalvins Wealth, Spencer Hyde, Finzo, Cox Costello & Horne operate as one connected ecosystem, so clients receive coordinated expertise rather than fragmented advice.
The new brand is now live across macalvins.com and the firm’s social channels, with a wider rollout across client communications to follow over the coming months.
