Messaging and Design Bring Clarity to The Claro Group’s Brand

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The Claro Group emerged from a former Big Four accounting firm as a major international provider of economic and financial consulting services. Claro clients are law firms, governments, institutional investors and corporations in major litigation, antitrust disputes, and large-scale insurance challenges. Read more here.

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make a good business better

Lattimore Black Morgan & Cain is one of Tennessee’s premier accounting firms, having grown to more than 400 professionals in the past 30 years. The firm had been in a high-growth mode, and in the process had launched seven different LLC specialty companies. What they realized was the variety of companies, all with different names, created market confusion. The firm was known both as Lattimore Black and LBMC. All LBMC companies would profit from their association with Lattimore Black, but the association needed unifi cation. We urged the firm to settle on LBMC for the parent company name and build its services under a family of brands following the integrated model familiar in, for example, SONY products. Individual websites were sustained but were relaunched with the look and feel of the LBMC parent site. All are navigable from that single site. We touched everything: digital properties, business materials, a brochure system, advertisements, eAlerts, PowerPoint presentations, etc.

Taglines are always a challenge, but you know a good one when you land on it. LBMC’s line resulted from a client profiling exercise. Putting ourselves in the shoes of a CFO or company president, we asked: We’re good, but how can we be a better business? These executives have so many things to worry about, like assessing business risks, profitability, back office operations, information security, staffing and marketing strategy. They wonder, is there one provider that understands and can help me with both the big picture and the nuts and bolts of my business? The answer is synthesized in the line, “Make a Good Business Better.” For individual wealth management clients, the promise morphed to “Make Your Good Fortune Better.” For physician practices, “Make a Good Practice Better.” Flexibility in a tagline—what’s better than that?

There’s wit and charm in the brand—in its voice and imagery. Long-winded brochures were scrapped in favor of four-panel pieces for all the companies. Services were described in simple sell-sheets. Everything was rewritten. A total makeover top to bottom.