From www.icaew.com: (UK context) Haysmacintyre, now rebranded as HaysMac, underwent a transformation to better align its identity with its current culture and growth ambitions, targeting £100 million turnover by 2028.

The firm employed a data-first approach during the rebranding process, gathering feedback from clients and employees to ensure the new brand authentically represented its values and client service capabilities.

Effective internal communications were emphasized as crucial for unifying the team around the new brand, with early feedback indicating positive engagement and a renewed focus on client and employee experience.