Brand agency Tsuko has created a new campaign for the Institute of Chartered Accountants for Scotland (ICAS) to promote the industry organisation to both students and employers.

Called ‘Look beyond the numbers’ the campaign uses imagery that builds pictures out of numerical configurations – a blue sky made out of 1s and 3s illustrates a bright future; a plane and a globe made out of 1s, illustrates a world of opportunities, etc.

Based upon research that found that many students are nervous of numeracy, but equally attracted to accountancy as a door opener to a high earning business career, the campaign is being applied across a range of marketing literature, display materials, brochures, leaflets and ads as well as to a dedicated recruitment website.

Susanna Freedman, MD of Tsuko, commented: “This is a well-rounded creative campaign born out of sound strategic thinking. We are very proud about it because it gives a fresh take on a career in accountancy.”