Respect is earned. Relevance is built.

For over 135 years, CPA Australia has been one of the most trusted names in accounting. But in a world full of career options, respect alone isn’t enough to inspire the next generation or re-energise the one already working.

The brand had become steady but static. Guidelines were restrictive, campaigns felt flat, and younger audiences still saw accounting as buttoned-up and uninspiring. CPA needed an identity that could flex across every touchpoint. Bold and engaging for students, yet prestigious and professional for senior members and employers.

Grounded in the organisation’s purpose, Partner for Progress, we revitalised the brand from the inside out. Colour was elevated with a digital-first blue, typography became louder and more confident, and illustration introduced intelligence and energy. Photography saw the biggest shift. Stock smiles were replaced with real CPA people, captured in moments of drive, joy and purpose. Even the long-overlooked progress device was reborn as a hero feature, woven deeply into storytelling.

Launched through campaigns, events and member programs, the refreshed identity has reignited pride internally and shifted perceptions externally. Moving from playing it safe to standing out.