Wills Bingley.

Building a new brand direction for Wills Bingley.

Wills Bingley are an accounting and tax firm, combining deep technical expertise with a genuinely personable approach. They work closely with their clients to provide clear, confident financial guidance and build long-term, trusted relationships.

The challenge
How do you brand a chartered accountancy firm to stand out from the pack, without falling into the trap of generic, corporate styling?

Following a recent rebrand to BWM, the business made the decision to return to its original name, Wills Bingley — a name rooted in the firm’s heritage and one of its founders. This created a clear need for a new identity that could honour that legacy while positioning the business for the future.

At the same time, the wider accountancy landscape is crowded with safe, indistinct brands. Wills Bingley needed a more confident, recognisable identity that could cut through — while still communicating trust, expertise and professionalism.

Our approach
We explored the competitive landscape to understand where Wills Bingley could differentiate — identifying an opportunity to move away from generic financial branding towards something clearer, more directional and people-focused.

We developed a bold, modern identity centred around clarity, guidance and progress. At the heart of the system is a distinctive arrow mark — inspired by the historic “broad arrow” — symbolising forward movement and confident decision-making.

This was paired with a clean, contemporary wordmark and a refined colour palette to create a strong, recognisable presence. To balance expertise with approachability, we introduced flexible visual elements and a system designed to work seamlessly across digital and print.

The result
The result is a confident, distinctive brand that stands apart from the typical accountancy aesthetic.

Wills Bingley now have a clear, modern identity that communicates direction, trust and expertise — while reflecting their genuinely people-first approach. The brand provides a strong foundation for growth, along with a practical toolkit their team can use consistently across every touchpoint.