McMurray Aldum is an auditing firm that has recently changed ownership, to a new, young and more dynamic management team, who want to breath fresh air into the company. They wanted to refresh their CI to signal to their staff and clients that a new guard has taken over. They wanted these parties to feel excited and inspired by the changes to the CI, but not unsettled. Their old brand personality was heavily influenced by the Financial Services Industry itself, which is traditionally very conservative. They briefed us to look at designing a logo and CI that is bold, sleek, modern, and clean, but is still warm and approachable.