With more than 60 years of experience, Becker provides courses and continuing education products for aspiring Certified Professional Accountants (CPAs), giving them the best study materials and support to successfully gain their credentials. For accounting candidates facing a high-stakes, high-pressure exam journey, Becker sought to shift from being seen as a costly requirement to a supportive, trusted community. GALE’s challenge was to rebrand and reposition Becker from being perceived as the expensive and old-fashioned option to become the #1 CPA prep and continuing education partner for CPAs in America.

The relaunch of the new brand identity and collateral marked a defining moment for the company, unveiled on a major national industry stage and immediately resonating with students and peers through a more human, supportive tone. It also empowered the internal team with a design system that made it easier to maintain and evolve the brand with speed and consistency.