Branding design agency, Principals, has unveiled a comprehensive brand refresh for Pitcher Partners, a national association of six independent accounting, auditing, and business advisory firms.

Pitcher Partners, with over 140 partners and 1,500 staff across its network, is one of the largest associations of its kind in Australia. The brand refresh aims to modernise the brand while maintaining its reputation for providing personalised service and commercial advice.

"Pitcher Partners has a long-standing reputation for providing a highly personalised service and commercial advice to our clients. We wanted to highlight this as we looked to contemporise the brand," said Pitcher Partners Director of Brand and Communications, Toni Wilson. ""Principals has expertly captured the essence of Pitcher Partners while helping us to radiate a fresh, inviting and modern vibe."

The refreshed brand identity and tone of voice are designed to breathe more life into the existing 'making business personal' positioning. The brand's logo, designed in 1991 by a client of the firm, has been built upon with a suite of icons, illustrations, and images that can be applied across a range of collateral including client reporting and social media.

"We took the positioning and ensured the whole brand embodied this sentiment. From the narrative and the personality to the refreshing new visual and tonal expression, everything became representative of Pitcher Partners’ unique ability to make business personal. Internally, they all live up to the idea — now their brand does too," said Principals Creative Director, Rachel Terkelsen.