But while the look has changed, Principal Tom Beswick explains the values underpinning our business remain exactly the same.
“The previous brand had been out there a long time, but it was safe,” says Beswick. “We were red because we’d always been red. We’re now putting more effort into telling our story and better articulating our capability and value.”
More than compliance
Over the past decade, Ingham Mora has undergone significant change, including generational renewal within our partnership and a growing focus on helping clients navigate increasingly complex business environments.
As technology reshapes the accounting profession and compliance becomes more automated, our clients are looking for something more valuable than simply filing tax or GST returns.
“It’s about the strategic advice we can give and the relationships we can build and maintain with our clients.”
That advisory support can look different for every client – from helping businesses plan for growth and succession through to improving systems, cashflow visibility and day-to-day decision-making. And that thinking sits at the heart of our firm’s new positioning and tagline: Better business. Better balance.
“A lot of clients don’t want to take over the world,” says Beswick. “They just want to do what they’re doing a little bit better and easier and find that balance.”
Beswick says many business owners associate growth with more pressure, longer hours and additional complexity – particularly when they’re already operating at capacity. He believes good advisory support should reduce stress, not add to it, helping clients build better systems, make clearer decisions and avoid the reactive cycles that can leave businesses constantly on the back foot.
Creating clarity
While the new visual identity is a clear shift from our firm’s previous branding, the rebrand is about much more than colours and logos.
Our new identity has been designed by local brand specialists Devcich & Co. It reflects Ingham Mora’s role in bringing clarity and confidence to business owners, investors and professionals across the Bay.
The equals sign within the logo symbolises balance and alignment – a visual representation of helping clients create order in business so they can enjoy greater balance in life. It’s also a nod to the world of accountancy and ensuring the numbers always add up.
“We very much like the green and the growth and the natural aspect of our new brand,” says Beswick. “It feels different to us and not something that’s too tied in with the past.”
Our firm has also invested heavily in a new website experience, with industry-specific content tailored to sectors ranging from horticulture and manufacturing through to professional services, investment, retail, hospitality, family trusts and more.
“An orchard business is very different to a manufacturer or a tradie, so we put a bit of time into thinking about how we approach those differences and how we communicate them,” says Beswick. “The actual work we do hasn’t changed. We’re just trying to communicate who we are and what we do, a little more clearly.”
That clarity extends beyond marketing.
“For us, helping people do things better means talking more clearly, helping them understand and learn,” he says. “When people are nervous and don’t know, they don’t ask questions and they feel dumb. And then mistakes that could have been avoided get made.”
Independent by design
A major focus of the rebrand is reinforcing Ingham Mora’s position as the Bay of Plenty’s largest independent chartered accounting firm.
While the business offers the same depth of expertise and specialist capability clients might expect from a larger national practice, Beswick says remaining independent allows the firm to stay agile, personal and locally focused.
“Independence means we can customise our approach,” he says. “We’ve got some clients that just want a light touch and others who want us to be in with them quite often. We don’t carry the same layers of overheads or bureaucracy as a national firm. We value not having to jump when someone else says jump.”
The firm’s people, relationships and local ownership also remain unchanged.
“There’s no change to where we are, our team structures, or the people clients will talk to day-to-day,” explains Beswick.
Looking ahead
With a growing leadership team, renewed strategic direction and a clearer articulation of its advisory capability, the rebrand is an important step into Ingham Mora’s next chapter.
“We felt our old branding was on the formal side, but accountants can already be seen as stuffy and formal enough. We wanted to be more approachable, so people feel comfortable asking questions and having conversations.
“Our new logo and brand better reflects who we are and what we do – helping clients to simplify financial and business complexities to protect what they’ve worked hard for.” For businesses looking for practical advice, stronger financial clarity and a trusted long-term partner, our team at Ingham Mora is always available for a chat about where you’re heading and how we can help make the path forward a little easier.