Refreshed brand and website advances CPA firm’s business strategy

15 October 2022

The new contemporary corporate identity pays respects to the heritage of the renowned global business services firm


Established with the merger of two accounting companies in 1973, Hong Kong-based Fung Yu Group has grown into a global network with offices in Asia and Europe.

The CPA and professional services specialist serves mid-sized and multinational companies, and C-suite leaders operating across borders in a number of key sectors. 

Having honed an offering grounded on decades of experience in global trade, the group’s leaders decided to rethink its brand to spearhead a growth phase. The initiative was timed to coincide with the 50th anniversary of its merger.

A new brand for a new era

The company commissioned the Hong Kong branding, digital and design agency Stepworks to collaborate on a new corporate identity and website.

The project involved aligning the brand strategy and business strategy, devising messaging frameworks and designing a new corporate identity. The scope also called for a new trilingual website and guidelines to sustain the brand’s future growth.

Building a brand that transcends borders

With key stakeholders in Europe, China and Hong Kong, the team sought to create a distinctive perception of global expertise.

The refreshed branding expresses the key message, Open minds, open hearts, open borders. The “open” metaphor is reflected in the evolved logo design, which illustrates traditional Chinese windows. 

The key message is an accurate summary of Fung Yu Group’s offering and approach, characterised by strong teamwork, a caring, can-do attitude, and a global network that speaks frankly with one voice.

Competitive platform

The new corporate identity and website give Fung Yu Group a significant advantage in its sector, which has traditionally overlooked branding as a competitive advantage. 

The significance of the brand launch was amplified by coinciding it with the firm’s 50th anniversary. The timing also offered an opportunity to emphasise its longevity and heritage values.  

Fung Yu’s understanding that professional services deserve to be professionally presented and send a clear leadership message to its stakeholders.  

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