How we rebranded a leading UK accountancy firm to unite its teams and accelerate its growth journey into the top 40 in a fast moving market
With a heritage of over 60 years, LB Group had grown into a top 70 UK accountancy firm, offering expert services to start-ups, SMEs, corporations, and private individuals. In 2023, with the backing of Sovereign Capital Partners, the firm embarked on an exciting new chapter focused on market-leading growth through strategic acquisitions and an expanded regional presence. This evolution called for a rebrand that would unify LB Group’s member firms under a single, approachable, yet professional identity that fostered strong connections and client trust.
To bring this vision to life, we worked closely with LB Group’s leadership and a multi-disciplinary team in a naming workshop. This collaborative effort involved exploring the firm’s tone of voice, understanding client needs, and reflecting on its rich heritage. We emphasised qualities such as approachability and emotional resonance, which were key to developing a new name and identity that would resonate with clients, colleagues, and new partners as the firm continued to expand. Through a collaborative process involving stakeholder input, new name Affinia was chosen to reflect a natural "affinity" for relationships and trust. From there, we shaped a unique brand identity that aligned with Affinia's mission and core values. This included competitor analysis, deep dives into their values, and design exploration, incorporating insights from Affinia’s brand pillars to create a distinct tone of voice and multiple visual identities for the stakeholder team to review.
The outcome was a cohesive, down-to-earth brand that reflects Affinia’s dedication to long-term client relationships and professional excellence. With a new logo, colour palette, and visual style, along with brand guidelines for digital and print platforms, Affinia now has an identity that is memorable and elicits trust. Their online brand guidelines offer direction on messaging and design, helping staff embody the brand’s voice across every client touchpoint. The result: a unified brand that not only sets Affinia apart in a competitive industry but also strengthens relationships with clients and paves the way for sustainable growth.
