CPA PLI is a professional liability insurance provider dedicated exclusively to CPAs across Canada and Bermuda, protecting more than 9,000 firms and retired professionals. With a new CEO in place, the organization needed a clearer value story and a brand experience that reflected its depth of expertise.
The insight was straightforward: accountants trust numbers and facts, and often see branding as fluff. That became the catalyst for a rebrand that spoke directly in their language — re-framing familiar financial terminology into a sharper, more credible value narrative. The new brand was brought to life through a modern website, a cohesive image system, social content, educational tools, and comprehensive guidelines, strengthening clarity and connection across the CPA ecosystem.
The insight was straightforward: accountants trust numbers and facts, and often see branding as fluff. That became the catalyst for a rebrand that spoke directly in their language — re-framing familiar financial terminology into a sharper, more credible value narrative. The new brand was brought to life through a modern website, a cohesive image system, social content, educational tools, and comprehensive guidelines, strengthening clarity and connection across the CPA ecosystem.
