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Stone Accounting Group announced the firm will undergo a rebranding process to expand its influence in national and global markets.
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Accounting firm undergoing ‘evolution’: Stone Accounting Group
30 July 2024
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Victoria-based accounting firm, Stone Accounting Group, has announced a new chapter for the firm by rebranding and establishing new market strategies to demonstrate the “evolution” of the business.
Stone Accounting Group said the rebrand will “redefine the accounting experience, making excellence not just standard but a catalyst for success in the dynamic, interconnected world.”
Executive director Rodney Stone said the purpose of rebranding is to provide the organisation with a strong foundation and powerful brand for the future.
“Our goals are clear, we want to grow our network and encourage other like-minded accountants to join us,” he said.
“A strong brand will bring us all together with shared values so that we can move forward with confidence that the services we are providing are in line with our commitment to excellence.”
Stone Accounting Group was established in 2017 in Portland, Victoria by Rodney Stone and Lydia Atwell.
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Stone and Atwell started the business “with a shared passion for excellence and a commitment to redefining the accounting experience for clients worldwide.”
Stone said after founding the business, the firm quickly became recognised for its innovative approach and dedication to client success.
Soon after opening, Stone and Atwell recognised a growth in demand for their services and opened an office in Vietnam.
Opening of the Vietnam office allowed the pair to “tap into new markets” and provide accounting and advisory services across the world, Stone said.
The rebrand of the accounting business would include the launch of new offices and resources across Australia and regional markets.
Stone Accounting Group said the expansion would solidify the firm’s commitment to providing sound accounting and advisory services to clients worldwide.
Stone said this new chapter is a significant milestone where the firm can make a positive mark on the Australian accounting industry.
“It is such an exciting time for our industry and with our forward thinking and constant adoption of the most efficient methods and accounting technology, we have become a very attractive alternative for accountants looking for professional flexibility and a real lifestyle balance,” he said.
“This new chapter enables us to share our framework of what we refer to as the ‘future of work’ with all accountants wanting to join us on this journey.”
The rebrand strategy also introduced the development of “sustainable talent pools” through an incubator program which will feed into a new franchise program.
The organisation said the franchise program will aim to enhance reliability, flexibility and security for the network of its clients.
The new identity of Stone Accounting Group intends to reflect the progress, development and evolution of the business since 2017.
“While the look and feel of the brand have evolved, the core values of global perspective with local expertise, innovation, economic empowerment, community impact, and integrity remains the cornerstone identity,” Stone said.
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