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RACE were asked to both create the name and brand for a major new firm of accountants and financial advisers. Rather tongue in cheek the partners of the firm were asked to identify one word which is normally associated with accountancy practices. All picked out the word ‘dull.’

From there it became easier to convince the partners that the opposite word – Bright – would work well as their practice name. Not stopping there, RACE then manged to persuade the partners that a lateral image was required to identify and differentiate the practice from their competitors. A Goya painting of St. Justina and
St. Rufina was used to show a bright light and inspiration from above!

The practice has now been successfully established for five years and has grown to encompass other services such as Equity Release. A recent RACE project was the writing and creation of a web site for this division, following tightly controlled FSA guidelines.

Bright Identity