About Machen McChesney

Machen McChesney is a CPA and business advisory firm that has been committed to excellence on behalf of its clients, its employees and the Alabama communities in which they live and work. Founded in 1954, the firm has offices in Auburn and Montgomery, Alabama with approximately 50 professionals and staff members.


The Challenge

  • Develop a brand identity to help justify high fee concerns
  • Build brand awareness to differentiate the firm from increasing competition
  • Create a brand culture that attracts and retains top talent
  • Develop core messaging platform across all internal & external communications
  • Modernize the firm’s brand look and feel

The Solution

Using both online surveys and in-person interviews, we collected the collaborative insights of every member of the firm and found that (1) Machen returned more value to its clients, employees and business partners than expected; (2) The firm had a track record for delivering meaningful results; and (3) Employees and business partners found the firm’s culture to be strong yet very underrated.


The Results

  • To improve name recollection and awareness, we shortened the firm name.
  • To better reflect all that the firm does, we changed the firm’s identity line to CPAs and Business Advisors.
  • A new brand platform was developed around the promise of Returning Value.
  • The logo’s icon— the “Value M”—has a dual design purpose:
    • It’s an “M” to represent the firm’s name.
    • It’s also a graph demonstrating an upward trend on ROI/Value.

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