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NASHVILLE, Tenn. – October 24, 2016 – Experiencing a surge of growth within the firm and an expansion of both services and departments, regional accounting firm Crosslin & Associates has rebranded the company Crosslin. The name change more accurately reflects the cohesion of the numerous related companies and services now offered by the firm. It also creates a greater sense of brand identity throughout the company, while leaving room for even more expansion opportunities in the future.
“Over the last few years, our team members have listened to our customers about their growing needs,” said Managing Principal Dell Crosslin. “Fortunately, we have been able to respond and grow with them, adding several more service lines including accounting and business services, religious organization services, state and local tax consulting, cybersecurity, and managed technology services, among others.”
“Given these new offerings and the rapid growth in new team members, it made sense to unite and simplify our name under one consistent brand,” Crosslin added. “Crosslin allows us to better communicate who we are and what we do.”
Crosslin earlier unveiled the new branding, along with a new logo and website, for its customers and team members. The company also kicked off an internal celebration and shared a company-wide intranet. “It is such an exciting time to be a team member at Crosslin,” noted Marketing Director Jordan Waldron. “This rebrand reflects the palpable enthusiasm within the company right now and a renewed commitment to connect with our customers and team members alike.”
“We were thrilled to be able to share the next phase of Crosslin’s journey with our customers, “Crosslin added. “The loyalty and friendship of our customers has been crucial in helping elevate our firm to the next level and we are so appreciative.”
In undertaking the rebranding, Crosslin made a significant investment in its marketing strategy to build a strong brand presence and to communicate the strong history of Crosslin and how the firm has evolved over the years. The new brand also looks ahead to the firm’s ambitions for the future.
With an emphasis on company culture, Crosslin also is focusing on building a solid internal brand, which will result in external efficiencies. “Do More. Be More.” will be the firm’s tagline, reflecting a commitment to customers that Crosslin will do more, so the customer can in turn be more. The tagline also pays homage to Crosslin’s unwavering commitment to give back to the community in which they live and serve.
Founded in 1987, Crosslin was created out of the desire to provide companies with an alternative to the national or large regional accounting firm options. As these firms focused on larger, multinational clients, Crosslin set out to serve privately owned companies, not-for-profits and governmental clients as well as to offer alternative services for the SEC market. Its membership in the BDO Alliance USA helps provide a platform for rendering these services.
The Crosslin brand includes Crosslin Certified Public Accountants, Crosslin Technologies, and Crosslin Healthcare.
Crosslin, which offers audit and assurance, tax services, accounting and IT forensics, accounting business services, religious organization services, healthcare consulting, information technology security and consulting services, valuation services, and litigation support, will celebrate its 30th anniversary in 2017.
Crosslin has expanded its tax and operations teams. Jamie Templer and Katie Almond have joined as tax seniors and Karen Catron is the firm’s new human resources generalist.
Templer is a certified public accountant and most recently worked as a tax senior accountant for Cherry Bekaert in Greenville, South Carolina. She received both her master’s degree in professional accountancy and her bachelor’s degree in accounting from Clemson University.
Almond is a certified public accountant and most recently worked as an assistant manager of the global investments tax group for American International Group. She received both her master’s and bachelor’s degree in accountancy from Auburn University.
Catron most recently served as the human resources/payroll analyst for Noranda Aluminum. She attended Tennessee Technological University and has received the Society for Human Resources Management Certified Professional (SHRM-CP) designation.