RACE were approached by a group of accountants who were planning to create a new practice aimed at strategic financial and business consultancy, rather than merely the processing of numbers. The brief was to create both the brand name and the associated imagery in order to instantly differentiate the practice from the perception of accountants as 'number crunchers.'
Bright was developed as the brand name, based on research in which consultees were asked to volunteer words which to them summed up accountancy practices. At the top of this list was the word 'dull.' The simple solution of calling the practice Bright was applauded by the partners in the new business as totally different in their competitive market.
The adoption of a painting by Goya as their identifier on all stationery and brand collaterals again emphasised the differentiation of the practice. The painting is used as a very 'tongue in cheek' allusion to the practice employing strategic thinking with 'divine intervention from above.' In addition to a very different brand name, the imagery is designed to create some fun in a market place overwhelmingly perceived as dull!