William Buck

Contemporised brand presentation to enhance market presence and brand equity


To drive impact in the SME market

Great brands gather the many strands of their DNA, building on their heritage and histories. For William Buck, the heritage and histories extend back across 125 years of service.

Reputed as the professional services provider that is down-to-earth, right-sized and maintains long-term client relationships, William Buck services the SME market in both Australia and New Zealand across an integrated offer of audit, tax and business advisory.

But the professional services market is dynamic. It’s crowded. It’s competitive. Brands, from the Big 4 to the boutiques, are perpetually refocusing their market positions, evolving their visual identities and refining their marketing activities.

In such an environment, the key brand driver became how to remain contemporary whilst continuing to engage with current clients and harness the brand’s goodwill built over decades. Said another way, how do we evolve but remain, authentically, ‘us’?

Services Provided

Brand Strategy & Identity, Design & Motion Graphics

Visual identity built from the brand’s heritage and DNA

William Buck came to BrandMatters (now Fuller) seeking to refresh and contemporise its brand identity, in order to position itself credibly alongside other active competitors within the domestic mid-tier market.

The intent was to elevate the brand via launching a revitalised visual identity, and in doing so contemporise its profile, continue to engage with current clients, attract new targets and enhance the existing brand equity and goodwill towards the brand.

Our approach included extensive internal engagement across Group and individual States firms, with high levels of consultation with the William Buck Board.

More than just advisors

The refreshed William Buck brand was launched to the Australian market in August 2022. This included the reveal of the new William Buck logo, one that speaks to the history of the brand, yet is also contemporary and forward thinking amongst its competitive set.

High levels of Board and leadership engagement, alongside ongoing consultation with the marketing community, drove a refreshed William Buck brand that is at once connected to its brand heritage, speaks to its ongoing purpose of making a positive change, is built for a digital world, and most importantly, feels truly and authentically “William Buck”.

This work was originally produced by BrandMatters, an expert brand strategy, research and insights agency, which was acquired by Fuller in 2023. Find out more.