AAT is an international accounting certification program that needed a shift in its brand identity to make it more appealing to the South African market. It needed to connect with employers who sponsor the programs, trainers who teach the qualification and learners and employees who commit to the rigorous studying process.

Client: AAT(SA)


A comprehensive and cohesive brand campaign that covered all brand collateral, print and event advertising and reskinning the international website for local viewers shifted the brand perception and awareness in 2 years. In 2009, 33 000 CA’s in SA had 1% awareness of the designation but by 2011 this had increased to 9% which placed it at the same level as an LLB or an MBA designation within the target audience.

Brand refresh and collateral

By adding a secondary brand language of maths symbols and photographing successful participants the brand collateral was made friendlier and easier to access.

Brand messaging and consistency

The distinctive brand color was used to advantage to buy cost effective advertising in press that had high visibility and used challenging copy lines. Interested parties were driven to the website for details of the program me – QR codes on print collateral allowed easy access to product brochures available on the web.

Brand alliance for increased exposure

Key prospects and stakeholders were invited to prestigious events to hear Alec Hogg and Clem Sunter talk about the SA economy. Following up on events allowed the sales team to engage with clients on the qualification and how it could build skills within their financial teams. Links to MoneyWebs website along with radio advertising increased the stature of the brand in the financial sector.

Brand touchpoints

The brand language and ease of access and usability was extended to developing material such as diaries to assist members track their Continued Ongoing Development. Brand pins for recent graduates and membership cards recognized their achievement visibly and helped build brand awareness.

AAT(SA) radio adverts
Radio Advert 01

Radio Advert 02

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