About Machen McChesney

Machen McChesney is a CPA and business advisory firm that is committed to excellence on behalf of its clients, its employees and the Alabama communities in which they live and serve. 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, unites and retains top talent
  • Develop a 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.

MMC-Branding Collage

The Results

  • We created a new brand platform rooted in the promise of Returning Value. This brand promise speaks to Machen’s employees, who the firm returns value to every day in terms of culture, professional growth and family values as much as it does to its clients and business partners, who the firm delivers value added services, expertise and superior service.

  • To better reflect all that the firm does, we changed the firm’s identity line from Accountants to CPAs and Business Advisors.

  • 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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