With a new name, bespoke wordmark, unique photography style, and more, the firm is better equipped to evolve and carve out its own distinct place in the sector.
SomeOne has developed a new name, brand strategy, and radical visual identity for one of London’s fastest-growing chartered accountancy firms, now called HaysMac.
In addition to specialising in providing financial expertise across sectors like property, financial services, non-profits, and high-net-worth clients, the firm has become known for its business acumen, personalised client relationships, and significant work in the charitable sector.
With HaysMac set on a path of ambitious evolution, it needed a brand to support it in the future. From the initial brief, it was clear that they wanted to move away from the traditional, static image of the sector in favour of a more dynamic, forward-thinking identity.
“Their emphasis on innovation, people-centric values, and purpose-driven work aligned perfectly with our approach to branding,” says SomeOne founding partner Simon Manchipp. The whole studio was excited by the firm’s vision and the chance to create something transformative in a sector so often constrained by convention.
One of the main challenges with this project was ensuring the new brand resonated equally with internal teams, long-term clients, and new audiences. Manchipp notes that “it’s easy to make something new attractive, but it’s hard to make something new stick”, so SomeOne collaborated closely with HaysMac’s internal and external teams to conduct thorough research.
Speaking of introducing new things, changing a name always comes with risk, as it is one of a brand’s most equitable assets. Moving from Haysmacintyre to HaysMac was a strategic simplification chosen to signal a move toward modernity and approachability.
“The shorter name is easier to remember, less formal, and more distinct within the industry,” says Manchipp. Not only this, but it aligns with what staff and clients were already calling the firm, so it has been very well received by both staff, clients and the sector.
HaysMac’s visuals were designed to encapsulate its three guiding stars: excellence in business, people, and purpose. Manchipp describes these stars as “practical tools for communicating the firm’s ability to guide clients through ever-changing financial landscapes”, adding that the branding seeks to reflect “their premium position and approachability while breaking away from the generic cold aesthetics of the industry”.
While existing brands in the financial sector tend to rely heavily on predictable dark blues, minimalist sans-serifs, and uninspired visuals, SomeOne set out to differentiate HaysMac with an unconventional colour palette, bespoke typography, and a visual theme that felt approachable yet sophisticated.
“The guiding star motif and refreshed name helped establish their distinct identity in the market, while the written strategy underpins everything with a clear position,” says Manchipp. He explains how each star is “intricately crafted to reflect these values and serves as a metaphor for how HaysMac navigates complexity and guides clients to success”.
The stars also form the basis for patterns, icons, and other brand assets, creating a unified visual language.
The warm and vibrant palette chosen to inspire clarity, confidence, and curiosity brings a human touch to the brand to make it more relatable and memorable.
Manchipp says: “The bespoke wordmark was designed to convey strength and sophistication with crisp serifs, intentionally breaking away from the overuse of sans-serifs in the sector, which can feel cold and generic.
“Supporting typefaces were chosen to complement the wordmark, combining legibility with personality to create a cohesive typographic system.”
The disruptive attitude is also evident in the photography, notably through warmth and personality, which differ from the stiff portraits typical of the sector. SomeOne also developed key brand applications, including merchandise, office signage, wall-mounted super-graphics, social media assets, and onboarding materials, to ensure the brand experience is cohesive across all touchpoints.
