Member Spotlight March 2022: caba

We spoke to ACO member caba about why they embarked on a major rebrand of their charity, which launched this February.

Earlier this month caba, the charity dedicated to helping the ICAEW community thrive, revealed a fresh new look and website.

This represents the biggest change to the organisation’s brand in over a decade, bringing it right up to date. caba is doing more than just presenting a new visual identity though – it’s forging a new direction and is determined to reach more of the community than ever before.

caba is an independent charitable organisation serving ACA students, past and present ICAEW members, their close family dependents and ICAEW staff. At over 130 years old, it’s a well-established presence in the accountancy profession, and its offering is broad.

As its new strapline says, it’s there for the everyday and the exceptional – from training and events, toolkits and self-help guides to tailored support, help and signposting, caba should always be your first port of call if you’re unsure where to turn. Whatever your needs, from physical and emotional wellbeing to careers and financial, caba has a huge range of resources you can access.

The pandemic saw the charity change the way it worked and has informed it’s ‘digital first’ direction for the future. It identified many of those accessing its services and events preferred this approach, allowing them to do so at their own convenience; caba’s new website has been developed to reflect this. Over time the website, designed with easy navigation and revised content, will be further refined and new digital services and features added.

Cristian Holmes, Chief Executive at caba commented, “caba’s old brand had served us well but it was time for a new direction and a more contemporary feel. We undertook a consultation and discovery process to understand better our position and how we could improve.  We recognised some in our community didn’t fully understand the broad range of help and support we offer – our updated identity, coupled with a fresh focus, means we can reach more of our people than ever before. We’re proud to be fully independent and a longstanding trusted source of support and information for those in our community – our new look and feel is building on this as we work to deliver the very best services we can.”

Check out what caba has to offer and the ways it can help you with everything from careers coaching to personal resilience on its website –