HA&W rebrands as Aprio
Habif, Arogeti & Wynne LLP, (HA&W), Morison KSi’s member firm in Atlanta, has rebranded to “Aprio” in a move that more strongly communicates the firm’s services, culture and approach towards serving clients.
In its 65 years, HA&W has grown to become Georgia’s largest full-service CPA-led business advisory firm, largely differentiated by its employees’ passion for their work and how that passion fuels client success. Aprio marks a sharp break from convention as many firms in the accounting space are named after founders or have names that contain the initials of founders. There is no other firm among the top 100 accounting firms that has a name that was created like Aprio, which is derived from root words for head and heart. The name symbolises the firm’s emphasis on bringing technical expertise, deep engagement and genuine care to client work. It was also chosen to resonate with millennials, both clients and associates.
Danielle Berg, Chief Communication Officer said:
“Our name defines what it means to be a CPA-led business advisory firm today. Serving clients in today’s complex marketplace requires us to bring the very best of our head and our heart to work every day – precise, clear advice coupled with genuine care for our clients’ best interest. Combined, these create exceptional experiences and lasting relationships that benefit our clients."
Over the next 24 months, the firm will operate as HA+W | Aprio. After that, there will be a full transition to the new name Aprio. As of 13 January 2017 the firm’s email addresses will change to: firstname.lastname@example.org; however, the current @hawcpa.com email addresses will continue to work.
To read more about the firm’s branding story please visit http://aprio.com/brand-story/.
On behalf of all Morison KSi members, congratulations to HA+W | Aprio on this exiciting development.