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Reinvigorating Cambridge's longest established accountancy brand


PEM (formerly Peters Elworthy & Moore), Cambridge’s longest-established accountancy firm, recognised that their brand needed refocusing and reinvigorating to reflect their well-respected capabilities and market position. Our initial research quickly identified the need to define the firm’s unique reason for being and use this to create a strong brand proposition, and so an in-depth and far-reaching brand transformation project began.


A tailored research programme was deployed, involving both qualitative and quantitative techniques, through which we spent time investigating the competitive landscape and talking to staff and clients to get to the heart of what makes PEM truly different. We distilled this information down into a solid brand proposition that would provide both a strong foundation and create impact for the brand internally with staff and externally with core audiences.


We defined a single organising idea and a proposition that communicates exactly what is at the heart of the firm. In line with the proposition and modern outlook of the firm we recommended a name update from Peters Elworthy & Moore to PEM. We worked with the PEM team to develop an internal communications programme and define a cohesive brand voice to create understanding and engagement with team members. We also gave the firm a new visual identity, crafted to highlight the firm’s strength in service and differentiate it from its competitors. We developed a new and engaging website, supporting future content marketing strategies.


PEM’s brand now reflects its position as Cambridge’s leading accountancy firm. There is a clear internal understanding of the firm’s core proposition and its direction for the future, and staff are excited to be representing a firm that combines experience and heritage with a modern outlook. Following the external launch, the response from clients has been overwhelmingly positive, with 99% of clients asked rating the new brand ‘good’ or ‘very good’.

Paul Chapman, Partner PEM "Mobas have excelled in taking us through a major brand/change project to a very successful launch both internally and externally".


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