INSTITUTE OF CHARTERED ACCOUNTANTS EYES YOUNGER SEGMENTS

Institute of Singapore Chartered Accountants

The Institute of Singapore Chartered Accountants (ISCA) wanted to target younger segments interested in pursuing accounting as a career - and to consider the Chartered Accounting qualification as a professional asset.

  • SCOPE
  • DESIGN
  • ACTIVATION
  • INDUSTRY
  • B2B
  • FINANCIAL SERVICES

CHALLENGE

Whilst ISCA has over 32,000 members in businesses across industries in Singapore and around the world, it identified a need to attract younger members by opening new conversation threads with them about the accounting profession and what it offers.

Established in 1963 as the Administrator of the Singapore CA Qualification and the Designated Entity to confer the Chartered Accountant of Singapore designation, it recognised the importance of positioning itself more strongly with potential accountants coming through the pipeline.

SOLUTION

We helped develop a visual communications system and messaging that would appeal to tertiary students and young working professionals, that fit within its current corporate identity guidelines.

We deployed a secondary graphic that was inspired by the ISCA corporate symbol, but sufficiently differentiated to project a more dynamic and interactive image for the institution; and its offering.

The work was supplemented with a series of stewardship workshops with department and marketing leads to ensure a common understanding of the new guidelines, as well as to encourage creative applications of the system.