Opening windows of opportunity for a CPA group

Business objectivesAttract and retain talent, Brand consistency, Build awareness
Fung Yu Group
Positioning phrase
Key messaging Digital

Global CPA and accounting firm brands across borders

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.

Value created

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.

The revitalised logo pays tribute to the company’s heritage while positioning it for the future

Fung Yu can cost effectively and consistently build its brand in-house thanks to detailed guidelines explaining application of the brand

The corporate identity projects a globally minded, diverse enterprise

Branding Digital
Content creation
Hosting advisory
Security planning
SEO strategy
UX and UI
Web development

Revamped website advances business strategy

Fung Yu Group’s revamped website is a core component of its brand revitalisation strategy. 

Value created

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.

A showcase for its brand and business, the website is designed to serve a variety of stakeholders
Visitors can input their services required, sector and location and quickly get informative pages customised to meet their needs      

An eDM template provides a structure for consistent ongoing brand communications
“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
Fung Yu


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19/F, LKF 29
29 Wyndham Street
Central, Hong Kong