/ bpm
a new brand that instantly telegraphs value to customers and employees.
BPM is one of America’s fastest-growing tax, accounting, and advisory firms, offering leading-edge services and driven by a real passion for helping others to be successful in work and in life. While they had grown into one of the nation’s most progressive firms, their story and visual identity lagged behind. So we developed a new brand that made it easy for prospective clients and employees to quickly understand what sets them apart.
We developed a brand mark that tells the story of their three lines of services coming together to deliver unmatched levels of capability—seen as three waves converging to a central point—and their dedication to personalized service, reflected in the subtle suggestion of a fingerprint in the design. We also modernized their visual identity with a bold new color palette, people-focused photography, and unique brand textures.
Our new design system perfectly projects BPM’s unique position as a firm that takes a forward-thinking approach to doing business while remaining a trusted, results-driven partner.
Finally, we developed a powerful talent story rooted in BPM’s new corporate brand identity—but geared specifically to talent. We created a unique manifesto, an employee value proposition, messaging themes tailored to specific talent audiences, and other employee-focused content. We put it all together in a playbook that allows recruiters and HR to tell a consistent, compelling, and concise story of why people should choose to work and stay at BPM.
