Carpenter Box
Strategy & Planning
Brand Design
Marketing Communications
Printed Collateral

Strategy, brand, web and marketing communications for global accountancy group.

Carpenter Box is an award-winning firm of chartered accountants, tax and business advisers. Independently run for over a century, the company is still growing and evolving to meet current-day demands and plan for future success across the UK, Europe and beyond. Keen to keep its identity fresh and relevant, Carpenter Box approached Detail to help create a branding system that would build on its heritage and reputation for excellent client care, while leaving plenty of room for expansion and growth. The branding work encompassed both the main business and its two specialist services: Carpenter Box Financial Services and StarBox – aimed at influencers, vloggers and new media talent.


  • Define the mission, values and culture of the business under a wider branding strategy
  • Design a new overall brand and visual identity system reflective of the company’s heritage, expertise and future aspirations
  • Bring all three brand names and full range of services together under the new identity, emphasising quality, flexibility and synergy
  • Create a full range of engaging marketing materials and business collateral, including stationery and client communications
  • Develop branding guidelines for application of the new identity across all existing websites

We began by inviting all key stakeholders in Carpenter Box and its specialist services to an initial workshop. This was hugely valuable in helping us understand the company’s existing positioning, client base and future growth aspirations. We added to the insights gleaned at this event with additional research into the company’s brand purpose, mission statement and culture. We identified gaps and anomalies and picked out strengths and opportunities to inform our subsequent branding work.

Next, we used the collective branding expertise at Detail Design to develop a visual identity that positioned Carpenter Box as a leading financial services provider with solid heritage and an eye to the future. Key messages were developed under the concepts of accountability, relationship-building, passion and understanding what clients need.

This visual branding was accompanied by powerful, carefully crafted tag lines, all finely tuned to reflect company values and align with its different specialist services and target audiences.

We presented this work to the client as a single, fully-formed concept. Messages were centred around the company’s aspirations to focus on achieving long-term success for its clients, with specialist teams dedicated to delivering first-class service and financial expertise.

We believe our new look together with our new tag line ‘Building a Brighter Future’ matches our commitment to making a difference to our clients. Our ethos centres on their success, and our team are dedicated to delivering a first-class service to help our clients and their businesses achieve their goals.

Whether a business trades locally, nationally or globally, we have the skills and resources to provide our clients with the service, expertise and value they need to build a brighter future.

Alan EdwardsCarpenter Box Managing Partner,