The Dixon Hughes Brand Relaunches, Resourcefully, as DHGBy Joe Walsh
January 14, 2015
An emerging U.S. leader in accounting and advisory services, Dixon Hughes Goodman has traveled a great distance in a handful of short and rewarding years. They’ve grown from local southeast ZIP codes with close client contact to one firm with regional, national and international reach.
To mark the growth and rise to new challenges, an intensive business and brand strategy process led to the next generation of the DHG brand. At the core of the new brand promise is the notion of resourcefulness.
It’s a great word—suggesting agility, inventiveness, capability, talent and an enterprising nature. It’s the ability to deal well with new and difficult situations and to find creative ways to solve problems. Yes, DHG has great resources and wonderful personal relationships, but as one partner put it, “clients stay with us because we are resourceful. Being so makes us more valuable.”
The new brand positioning takes shape with a shortened brand name as shown on the mug below. The three legacy firm names had been a memory-challenging mouthful. The adoption of DHG also allows for a new brand architecture where strategic industries and offerings are attached to the monogram. Examples: DHG Healthcare and DHG Valuations.
A fully redesigned website puts DHG people and their comments on client service and trending business issues on the marquee. A new thought leadership center, DHG Views, sits behind every page of the site. An extensive library of intelligent conceptual illustrations were commissioned to complement the DHG people photography. The illustrations signal resourceful ideas and the people represent resourceful service delivery. A couple of pages are featured below. Check out the full site, developed internally by DHG IT and marketing, at www.dhgllp.com.
A brand new suite of marketing and business development pursuit materials—overview brochures, custom pitch packets, full proposals, event marketing kits, new ad templates—leverage the new custom illustrations and DHG portrait photography in compelling ways.
A thorough internal brand rollout effort included videos, posters, screensavers, town hall meetings and other tips to help DHG people be brand ambassadors. New portrait photography of over 300 professionals were part of the launch effort.
The project included research, strategy, new name, logo and core ID, web design, advertising templates, video, professional portrait photography, SEO consulting, content creation (copywriting), the custom creation of a proprietary library of 50ish custom illustrations, an entirely new set of marketing and client pursuit pitch materials, and the extensive internal brand campaign.
Congratulations to the talented DHG marketing team for their resourcefulness in executing and launching the complete brand makeover.