The retirement of its founder in 2005 gave West Perth-based accountancy firm Intuity Partners the opportunity to completely overhaul the business, including the development of a new name and brand identity.
The retirement of its founder in 2005 gave West Perth-based accountancy firm Intuity Partners the opportunity to completely overhaul the business, including the development of a new name and brand identity.
Formerly known as Graeme Scott and Co, the company was started by former Ernst & Young partner Graeme Scott in 1990 and was originally located in Claremont before relocating to West Perth in June 2000.
The retirement of Graeme Scott in 2005 led to the appointment of current directors, Oscar Pellizzon and Paul Heatley, and led to a review of the business to identify its future direction.
Managing director Alan Atchison told WA Business News the directors wanted to get back to basics, identifying a set of key values and setting a clear path of where the firm wanted to position itself in the market.
“We looked at what we wanted to achieve, what gets us out of bed in the morning, what makes us come to work, and to make sure we’re all on the same path,” he said. “And we wanted to represent those values.”
With input from staff, the directors were able to better define the values of the company, clarifying the type of clients it wanted to target in the market.
“In the early days we were more like a suburban practice, the workflow definition was not as clearly defined. There wasn’t much analysis on the clients,” Mr Atchison said.
“Now that is more closely defined, making sure our vision is closely matched with the clients needs.
“We still do accounting and tax, but now it’s part of the bigger picture.”
With a renewed focus on growing the business along clearly defined lines, the second key part of the transition was the firm’s rebrand and identity change.
Engaging two branding and strategy specialists, the change of name to Intuity Partners on December 1 signalled a new era in the firm’s development.
Mr Atchison said the new name, with the word Intuity derived from combining intuition and acuity, played a major role in creating a renewed focus point for the firm, as well as promoting its values in the market.
“We thought we could better articulate to the business community with a name that’s consistent with the sort of work we are looking for and how we promote ourselves in the market to our clients,” he said.
For its clients, as well as its employees, Intuity Partners’ transition and new name have been well received, with the directors ensuring the process ran smoothly and that no decisions were rushed.
“Graeme had already weaned himself out, so the day after [he left] the firm was very much the same, still doing what we were doing. It wasn’t the case of, he left and everything changed,” Mr Atchison said.
“We used the opportunity, and that’s why it took so long because we needed to go right back.”
“Rebranding…is not just a name change, even though a lot of people think that way. We didn’t want to go down that road; it needed to be more.”
