Q&A: Natasha Frangos on why purple isn't always forever

Christmas decorations were already adorning London’s streets in November when HaysMac launched its new brand identity. The early festivities seemed fitting for a firm embracing change ahead of schedule – though unlike the capital’s premature celebrations, this transformation had been carefully planned for over a year.

The rebrand marks the first significant visual evolution for the London-based accountancy firm since its formation in 2001 through the merger of Hays Allan and MacIntyre & Co. But this isn’t just a cosmetic update. Having grown by more than 80% in the last five years, the firm found its external image no longer reflected its modern reality.

“The experience of what we were putting out no longer matched what people feel and experience when they meet us in person,” explains Natasha Frangos, managing partner at HaysMac. The shortened name itself emerged organically – clients and staff had already been using it informally for years.

The timing is strategic. As consolidation and private equity investment reshape the mid-tier accounting market, HaysMac is positioning itself for its next phase of growth. With ambitious plans to reach £100 million in revenue by the end of the 2028 financial year, the firm is using this moment to redefine its market position while maintaining its independence.

Rebrand in focus

The decision to refresh HaysMac’s brand identity wasn’t taken lightly. When Frangos first raised the idea at a partner seminar last summer, it sparked a year-long journey of research and consultation.

“We made the decision based on data,” Frangos explains. The firm engaged an agency to conduct extensive market research, analysing not just what other firms were doing, but crucially, what they weren’t. This data-driven approach extended to every aspect of the rebrand – even the selection of the firm’s new colour palette, which moves from purple to a combination of yellow, navy, pink and green.

Internal buy-in was paramount. The firm conducted listening sessions across all levels, from partners to trainees, and distributed questionnaires to ensure those who couldn’t attend workshops could still contribute. The firm’s core values – integrity, collaboration, dynamism, and empowerment – remained untouched after this consultation revealed strong employee engagement with these principles.

“The team really respond well to those,” Frangos notes. “They were all talking about them, they all engaged with them and so the agency were like, ‘let’s just keep those.'”

The rebrand crystallised around three guiding pillars: “for business, for people, for good” – each carrying dual meaning. As Frangos explains, these reflect both the firm’s global client service capabilities and sector specialisms, its focus on people development alongside private client expertise, and its commitment to longevity as an independent practice while serving the social purpose sector.

More than just a fresh coat of paint

The rebrand signals more than just a visual refresh – it’s a launching pad for HaysMac’s ambitious growth plans. The firm has already begun restructuring its sector approach, breaking down its traditionally broad creative, media and technology (CMT) offering into more focused segments including fintech, technology, media, marketing and advertising agencies, and retail and e-commerce.

“You’ll see on our website, we’ve built out some of the sectors that have got very large,” explains Frangos. The firm has established dedicated client teams for each sector and introduced incubator sectors like sports and fintech.”

Beyond sector specialisation, the firm has also refined its market approach, highlighting expertise in advising listed entities, private equity backed businesses, and private wealth entrepreneurs and their businesses.

The firm helps its clients with their international operations through the firm’s membership in the MSI Global Alliance, which it co-founded to support clients’ international business operations. The alliance now involves over 250 mid-sized legal and accountancy firms across more than 100 countries.

While aesthetics and structure were central to the rebrand, HaysMac is equally focused on its environmental, social and governance (ESG) commitments. The firm recently engaged a DEI consultancy and underwent a review with a specialist to assess its ESG position.

“91% of our people in our staff survey said that all cultures and backgrounds are respected in their team,” Frangos notes. However, she acknowledges there’s more work to be done – particularly as clients increasingly scrutinize their advisers’ ESG credentials. “We’re starting to be asked for that. In fact, just this week one of my partners was saying a potential client was asking about our approach to ESG.”

Looking ahead, HaysMac’s growth trajectory appears set to continue. With its refreshed brand identity and ambitious sector expansion plans, the firm is positioning itself as a modern, forward-thinking player in the mid-tier market. Yet amidst all this change, one thing remains constant: its commitment to independence in an increasingly consolidated market.

Measuring success in numbers

The firm isn’t relying on anecdotal evidence alone to gauge the rebrand’s success. A comprehensive set of metrics has been established to track its impact, including website traffic and social media engagement, particularly on LinkedIn and Instagram – platforms that have proven crucial for attracting new talent.

The measurement strategy reflects the scale of investment in the rebrand. With the firm having grown 80% in five years organically, and targeting £100 million in revenue by financial year 2028, ensuring return on investment is crucial. Future employee engagement surveys and client listening exercises planned for early next year will provide further insight into the rebrand’s effectiveness.

Beyond the Bottom Line

While aesthetics and structure were central to the rebrand, HaysMac is equally focused on its environmental, social and governance (ESG) commitments. The firm recently engaged a DEI consultancy and underwent a review with Disruption House to assess its ESG position.

“91% of our people in our staff survey said that all cultures and backgrounds are respected in their team,” Frangos notes. However, she acknowledges there’s more work to be done – particularly as clients increasingly scrutinise their advisers’ ESG credentials. “We’re starting to be asked for that. In fact, just this week one of my partners was saying a potential client was asking about our approach to ESG.”

Looking ahead, HaysMac’s growth trajectory appears set to continue. With its refreshed brand identity and ambitious sector expansion plans, the firm is positioning itself as a modern, forward-thinking player in the mid-tier market. Yet amidst all this change, one thing remains constant: its commitment to independence in an increasingly consolidated market.