Background
CPA PLI a standalone organization that is part of the Chartered Accountants of Canada family. For 30 years CPA PLI has worked alongside the National and Regional/Territorial regulators to become the largest professional liability insurance provider exclusively for CPAs. The organization wanted to rearticulate their value proposition and brand story through a new website designed to improve the members’ experience with the brand and their access to educational content around risk management.
CPA PLI does more than simply protect its members. They are stewards of the profession. Not only do they safeguard the profession’s reputation but by providing robust protection and risk education to insured members, they also ensure the public is protected as well.
The Idea
An accountant’s reputation relies on them being precise to ensure there is no margin of error. And to do that, they must account for everything. That’s why a new brand platform was crafted that resonates with these traits that accountants respect and help strengthen the brand identity.
Accountants deal with data and numbers on a daily basis. It’s what they’re familiar with and confident in. An accountant’s meticulous work will always equal a final outcome, a distillation of numbers and data. This is insight is at the core of the brand’s visual presentation – an equals sign. We refer to this visual element as the Symbol of Assurance representing an accountant’s precision and professional integrity. The brand platform was amplified through a new website, brand guidelines, and social media.