Brand Strategy
Connected now, and tomorrow
Baker Tilly Canada needed a new brand identity to strengthen consistency across its national network. Focused on developing strategic copy, advertising, PR content, web experiences, email campaigns, and talent acquisition creative to enhance brand engagement and support growth across 22+ member firms.
Year :
2024
Industry :
Accounting, Audit and Advisory
Client :
Baker Tilly Canada & Regional Member Firms
Project Duration :
Ongoing
Problem: Scaling a Consistent Brand Across a National Network
Baker Tilly Canada operates as part of a global accounting and advisory network, with over 22 member firms delivering audit, tax, advisory and digital services across Canada. As the organization continued to grow, maintaining a consistent, recognizable brand voice across regional firms, service lines and audiences became increasingly important.
The challenge was creating communications that could work at both a national and local level – supporting external brand awareness, client engagement, industry leadership and internal talent initiatives while preserving the credibility expected from a leading professional services organization.
Solution: Developing a Unified Voice and Communications System
Developed and delivered a full spectrum of marketing communications for Baker Tilly Canada and its regional member firms, creating strategic copy and creative assets across multiple channels.
The work included website content, advertising campaigns, PR materials, email marketing, thought leadership, recruiting campaigns and talent acquisition creative designed to strengthen both the firm’s market presence and its ability to attract top professionals.
By creating a consistent brand voice and adaptable content system, communications could be scaled across different firms, audiences and business objectives while maintaining alignment with Baker Tilly’s national and global positioning.
Challenge: Communicating Growth Across a Complex Professional Services Network
The challenge was not simply producing content – it was translating complex accounting, advisory and business services into clear, compelling communications that connected with clients, employees and industry professionals.
With multiple member firms, service offerings, and regional markets, every campaign required balancing consistency with flexibility while ensuring messaging remained credible, approachable and aligned with a rapidly growing organization.
Summary: Supporting a Growing National Advisory Brand
Through ongoing strategic copy, content development, advertising, PR, digital communications, and talent-focused creative, Riel helped support Baker Tilly Canada’s continued growth by strengthening how the organization communicates across audiences and channels.
The engagement contributed to a scalable communications foundation supporting a national network of over 22 member firms, 1,700+ professionals, and a growing global brand recognized among the world’s leading accounting and advisory networks.
More Projects
Brand Strategy
Connected now, and tomorrow
Baker Tilly Canada needed a new brand identity to strengthen consistency across its national network. Focused on developing strategic copy, advertising, PR content, web experiences, email campaigns, and talent acquisition creative to enhance brand engagement and support growth across 22+ member firms.
Year :
2024
Industry :
Accounting, Audit and Advisory
Client :
Baker Tilly Canada & Regional Member Firms
Project Duration :
Ongoing
Problem: Scaling a Consistent Brand Across a National Network
Baker Tilly Canada operates as part of a global accounting and advisory network, with over 22 member firms delivering audit, tax, advisory and digital services across Canada. As the organization continued to grow, maintaining a consistent, recognizable brand voice across regional firms, service lines and audiences became increasingly important.
The challenge was creating communications that could work at both a national and local level – supporting external brand awareness, client engagement, industry leadership and internal talent initiatives while preserving the credibility expected from a leading professional services organization.
Solution: Developing a Unified Voice and Communications System
Developed and delivered a full spectrum of marketing communications for Baker Tilly Canada and its regional member firms, creating strategic copy and creative assets across multiple channels.
The work included website content, advertising campaigns, PR materials, email marketing, thought leadership, recruiting campaigns and talent acquisition creative designed to strengthen both the firm’s market presence and its ability to attract top professionals.
By creating a consistent brand voice and adaptable content system, communications could be scaled across different firms, audiences and business objectives while maintaining alignment with Baker Tilly’s national and global positioning.
Challenge: Communicating Growth Across a Complex Professional Services Network
The challenge was not simply producing content – it was translating complex accounting, advisory and business services into clear, compelling communications that connected with clients, employees and industry professionals.
With multiple member firms, service offerings, and regional markets, every campaign required balancing consistency with flexibility while ensuring messaging remained credible, approachable and aligned with a rapidly growing organization.
Summary: Supporting a Growing National Advisory Brand
Through ongoing strategic copy, content development, advertising, PR, digital communications, and talent-focused creative, Riel helped support Baker Tilly Canada’s continued growth by strengthening how the organization communicates across audiences and channels.
The engagement contributed to a scalable communications foundation supporting a national network of over 22 member firms, 1,700+ professionals, and a growing global brand recognized among the world’s leading accounting and advisory networks.
More Projects
Brand Strategy
Connected now, and tomorrow
Baker Tilly Canada needed a new brand identity to strengthen consistency across its national network. Focused on developing strategic copy, advertising, PR content, web experiences, email campaigns, and talent acquisition creative to enhance brand engagement and support growth across 22+ member firms.
Year :
2024
Industry :
Accounting, Audit and Advisory
Client :
Baker Tilly Canada & Regional Member Firms
Project Duration :
Ongoing
Problem: Scaling a Consistent Brand Across a National Network
Baker Tilly Canada operates as part of a global accounting and advisory network, with over 22 member firms delivering audit, tax, advisory and digital services across Canada. As the organization continued to grow, maintaining a consistent, recognizable brand voice across regional firms, service lines and audiences became increasingly important.
The challenge was creating communications that could work at both a national and local level – supporting external brand awareness, client engagement, industry leadership and internal talent initiatives while preserving the credibility expected from a leading professional services organization.
Solution: Developing a Unified Voice and Communications System
Developed and delivered a full spectrum of marketing communications for Baker Tilly Canada and its regional member firms, creating strategic copy and creative assets across multiple channels.
The work included website content, advertising campaigns, PR materials, email marketing, thought leadership, recruiting campaigns and talent acquisition creative designed to strengthen both the firm’s market presence and its ability to attract top professionals.
By creating a consistent brand voice and adaptable content system, communications could be scaled across different firms, audiences and business objectives while maintaining alignment with Baker Tilly’s national and global positioning.
Challenge: Communicating Growth Across a Complex Professional Services Network
The challenge was not simply producing content – it was translating complex accounting, advisory and business services into clear, compelling communications that connected with clients, employees and industry professionals.
With multiple member firms, service offerings, and regional markets, every campaign required balancing consistency with flexibility while ensuring messaging remained credible, approachable and aligned with a rapidly growing organization.
Summary: Supporting a Growing National Advisory Brand
Through ongoing strategic copy, content development, advertising, PR, digital communications, and talent-focused creative, Riel helped support Baker Tilly Canada’s continued growth by strengthening how the organization communicates across audiences and channels.
The engagement contributed to a scalable communications foundation supporting a national network of over 22 member firms, 1,700+ professionals, and a growing global brand recognized among the world’s leading accounting and advisory networks.