Fung Yu Group began in 1964 as a sole proprietorship, which merged with another accounting company in 1973. The successful venture has since grown into a global network with offices across Asia and Europe.
The company’s leaders recognised they could add significant value to the business with clearer, better targeted messages and more appealing aesthetics.
To achieve this, Fung Yu commissioned globally minded branding, digital and design agency Stepworks to collaborate on rethinking the brand strategy, corporate identity and website.
Effective positioning – The brand building project provided management with clarity about how to align business and communications strategy.
Past and future alignment – Retaining and emphasising the stellar heritage and reputation of the family-owned company led to positive outcomes for all stakeholders.
Distinctive growth platform – Focusing the brand to offer tightly-defined services for certain market segments gives the business plenty of scope to grow in its category.
Business issues addressed – The branding project delivered solutions to mitigate a range of business challenges, spanning sales, marketing, HR and culture building.
Fung Yu Group’s revamped website is a core component of its brand revitalisation strategy.
The website is designed to achieve a number of business objectives and showcase the unique positioning of the Fung Yu brand.
To cement Fung Yu’s leadership role in Europe/Asia cross-border business services, the website offers useful resources relevant to key audiences.
Carefully devised user journeys help ensure visitors can quickly achieve their aims aligned with Fung Yu’s business objectives.
Rapid success – The website quickly proved its worth by directly attracting business from new clients seeking expertise in a particular field.
One team development – Stepworks developed, designed and coded the website in-house, achieving consistency, accountability and smooth project management.
Cost effective content platform – An easy-to-use yet comprehensive content management system enables the Fung Yu team to methodically develop their website in-house.
Global brand-building hub – Unlike its multinational big 4 accountancy firm competitors, Fung Yu speaks with one voice in all its offices worldwide. The website affirms this and serves as a central point for building the business and team culture.
“Our firm is embarking on a new era of expansion and growth, and also refocusing on a few key areas in order to reposition ourselves in this post-COVID challenging world. The aim of the rebranding project is to refresh our image to our partners and clients, and also to confirm our commitment to these changes. The new direction for our brand nicely respects our family heritage and opens a fresh window on the future. I just cannot say more but truly appreciate what the Stepworks team has helped us in their thoughtful way of working and how they were so receptive to our input. I highly recommend Stepworks to any businesses who are demanding and are having an aggression to grow and expand.”
Philip Yu, Managing Partner