Project Overview

Clear Line Kounting (CLK) Accounting Services, an accounting firm, asked us to redesign their brand and make them look more professional and trustworthy. We worked closely with them, learning what they wanted to be perceived as and who they wanted to connect with.

Challenges

CLK faced two big issues: First, their old look didn't showcase what they wanted to be perceived. Second, they wanted people to be seen as expert accountants, which they felt lost in their current design. Our job was to position CLK to be the go-to firm for anyone needing top-level accounting services.

Concept Development

We turned our attention to their competition and their ideal customers. By analyzing the design and branding strategies of their top two local competitors, we gained valuable insights that would help CLK stand out. We also dive deep into studying the preferences and behaviors of CLK's clients to make sure that our design decisions would resonate with them.

Solutions

In our chat with CLK's founders, they want their new design to speak "reliability" and "attention to detail.” Having these as anchor ideas, we picked green to suggest balance and growth and paired classic and modern fonts for a timeless yet accessible look.

The logo was designed to embed the founders' initials in an abstract icon, incorporating a 90° twist to symbolize forward movement. This signals the firm’s forward-thinking approach to its clients, echoing the theme of attention to detail.

Results

The new look matched exactly what CLK wanted to be seen. From the color, typography, and logo to their firm’s brand messaging, collectively painted a picture of a detail-oriented, reliable, and premium firm.