Case Study: Dixon Hughes
flexible brochure system
reason, meet emotion
Smart management, focused expansion and opportunistic mergers have solidified Dixon Hughes’ place as the dominant Southeast regional CPA firm and national leader in select industries.
Left behind in the rush up market by the Big Four were public and private companies that still require world-class audit, tax and consulting services.
Dixon Hughes has filled the void, offering the resources of the largest firms plus the relationships and attention clients crave. We were given the assignment to take this message to market in a unique and compelling fashion.
On the web and in all touchpoints (brochures, direct mail, newsletters, announcements), word pairings make Dixon Hughes’ proposition clear. The left side words represent credentials, the right side words the service style. Reason, meet emotion. The pairings are reinforced with custom-built images tied to the “positively unique” tagline.
Practice brochures extend the brand and invite the scanning reader to learn more. Industry-centric images and word pairings cover four-panel brochures. (See the Boston Terrier in the basket. Cute, huh? We did that.) Charts, graphs and tables deliver substantive information visually. The copy is all about clients and their issues instead of a recitation of service offerings.
Arresting firm- and industry-specific ads run in the Southeast edition of The Wall Street Journal and several city Business Journals across the region. A flight of direct-mail pieces (basically, the print ads reconfigured) add frequency and reach to the print insertions. They are staged to hit executive desktops in advance of the firm’s telemarketing outreach efforts.
When sales calls are landed, Dixon Hughes’ professionals arrive with impressive pitch materials, created on-demand, to share the firm’s stories in formal presentations and one-on-one conversations.
Dixon Hughes' branding has earned multiple awards in numerous business-to-business communications contests for its style, substance and results.
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