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Lutz Brand

A PLUS FOR LUTZ

Lutz & Company, PC, grew from a small certified public accounting (CPA) firm into the largest locally owned accounting firm in Nebraska, employing more than 150 top-level consultants and staff between its core CPA business and tangential Financial, Technology and Creative services. Due to rapid maturation in size, services, client base and reputation, the brand message, vision and team energy was becoming fragmented.

The Lutz partners sought help to uncover the root causes of fractured messaging, refresh the brand, and realign messaging and communication tactics. They were ready to make an investment in a full rebranding process, realizing that it was a critical component of their firm culture and long-term business growth.

dda synced up with the Lutz team immediately. They were excited for our process, candid with their reflections and eager to make results happen. We drove our full Discovery phase of Internal, Customer, Market and Competitor lenses, including a workshop, interviews, surveys and brand audits, from which we created a full report.

Informed by our research, we were able to assert the core of Lutz’s unique value proposition: Lutz makes a genuine connection, simplifies complexities and generates real results, whatever the matter at hand. Thus, we simplified the company name to “Lutz” and created a crisp, aspirational word mark to illustrate the positive implications – financial, organizational and personal – of partnership with the experienced and dynamic firm.

“The stats derived from the discovery phase really ‘wowed’ us,” Scott Carrico said. “We had no idea that much research would be done before making it into the brand expression phase. We absolutely loved the brand core. We reference it frequently and I even have a large poster of it hanging in my office to remind me. … It’s an amazing visual that we didn’t expect to come out of the process.”

The logo and associated design conventions paired beautifully with the tagline and power brand voice, across all business segments and communication touch-points. We created a Lutz-ful brand playbook, describing the brand tenets, voice and vision, that was distributed to the entire firm at an invigorating launch event and now lives on the desk of every employee. External launch soon followed, and the brand continues to gain life and momentum.

Lutz reported an immediate boost in internal brand awareness and employee morale, equating to enhanced camaraderie at the firm and growing consistency in communication with one another, clients and the community at-large.

We continue to engage with Lutz in activation of their brand through various channels, including website and advertising, and will help execute ongoing measurement of brand awareness and affiliation, relative to business growth.

We felt a connection with dda. … We loved the energy that was brought forward in the interview process and how everything was tailored specifically to us.

dda helped brighten our brand and also improved employee morale by creating excitement around the new Lutz brand. … It was a great experience.

They understood that this project was a huge feat for us and made us comfortable. … dda was able to meet all deadlines while not compromising any of the work. … We felt as though we were on the same page and were dda’s main priority. … They really listened to our needs and made sure we were 100% on board.

The stats derived from the discovery phase really ‘wowed’ us. We had no idea that much research would be done before making it into the brand expression phase. We absolutely loved the brand core. We reference it frequently and I even have a large poster of it hanging in my office to remind me. … It’s an amazing visual that we didn’t expect to come out of the process.

The immediate internal ROI we have seen is brand awareness and employee morale.

- Scott Carrico, CPA, Lutz

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