To The Point brands accountancy space

To The Point has created the name and visual identity for The Business Centre@ICAEW, a resource space for staff and members of the Institute of Chartered Accountants in England and Wales.


Appointed in July 2008 following a creative competitive pitch, To The Point initially worked on internal communications for ICAEW before being asked to create a name and a branded interior for the business space in August 2008. 

ICAEW briefed To The Point to create a new look supported by a visual identity that would confirm core values, according to Simon Hutton, the consultancy’s managing director. 

‘They wanted to move away from the gentlemen’s club look and feel to show the modernity of the organisation,’ Hutton says.

Opening in full on Monday, The Business Centre@ICAEW – a listed building in Moorgate, London – will include street-facing vinyl wallpapers applied to window spaces and a showreel on a 72-inch screen at the reception entrance.

Hutton says that branding interiors is now part of the consultancy’s offer, having worked on a similar project to brand the interior space at Land Securities’ head office.

‘It’s all part of showing companies the range of what we can do with their brand,’ he says.

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