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Hill Rogers Case Study

The challenge

Hill Rogers (formerly Hill Rogers Spencer Steer) delivers a full and integrated suite of accounting, taxation, advisory, audit, wealth planning and financial management services to government, education, business and individual clients.

After a merger between Hill Rogers and Spencer Steer to form Hill Rogers Spencer Steer (HRSS), the leadership team's focus was on proactively growing the business.

HRSS wanted to review their name and brand and understand how perceptions of the brand had evolved since the merger. They needed a distinctive brand story and a refined brand that represented a revitalised organisation ready for growth.

They also needed to engage internal audiences, align them behind the brand and have all employees articulating the brand in a consistent way.

The process

We started with desk research and then to gain a deep understanding of the brand, we conducted in -depth interviews - firstly with internal senior stakeholders and then with eight HRSS clients.

To take employees on the brand development journey and uncover additional insights about what made the brand unique, we conducted three employee workshops.

The insights gleaned were used to develop a naming recommendation to change the brand to Hill Rogers, which was accepted. We also created a unique brand positioning which we workshopped with the Hill Rogers team, and refined.

The approved brand positioning was translated into a compelling brand story, elevator pitch and key messaging, as well as a new brand logo and visual identity.

The new brand was documented in brand guidelines, and rolled out across corporate stationery, Microsoft templates and an image library.

\We also conducted website planning, created a website re-skin design and wrote the new website copy.

The outcome

Hill Rogers now has a clear point of difference in the crowded, mid-tier market in which they do business.The brand is understood by the entire organisation, the team is aligned behind it, and the reliance on senior members of the team has reduced. The brand is now at the centre of the organisation and everything it does.The clarity of the key messaging has cascaded through all levels of the organisation, and it is being applied very successfully in new business presentations.

We knew it was time as a business to take stock of where we were, identify our key strengths and differentiators as a business and leverage these to set us up for future growth. We also knew we needed to have all our employees understand our brand and consistently articulate it. BrandMatters was instrumental in helping us achieve these objectives. Our brand and team is stronger than ever now, and we have a powerful new name, logo, visual identity and messaging to reflect that.

Director, Hill Rogers

BrandMatters services used:


Stakeholder engagement
Desk research
Brand insights & recommendations
Workshop facilitation
Stakeholder depth interviews


Brand positioning & strategy
Brand story
tone of voice & key messaging
Brand naming
Brand logo & identity


Graphic design
Digital design
Brand guidelines

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