1-800Accountant is an accounting firm that was established in 1999 by experienced accountants who aimed to share their extensive knowledge and expertise gained from working at prominent international companies, like Pricewaterhouse Coopers, with small business owners in the United States.
Role - Creative Director
• Update logo and brand identity for 1-800Accountant.
• Update website and marketing assets with a new fresh style and identity.
• Developed new landing pages that brought higher conversion for new Bookkeeping and Entity formation services.
• Paid social videos highlighting customer stories that helped foster brand awareness and trust.
As the Creative Director on the 1-800Accountant project, several pain points were identified concerning the brand's current logo and image. These pain points served as the motivation for modernizing the brand's image. The following pain points were observed:
Outdated Logo
Lack of Impact on Social Media
Limited Recognition on Partnership Pages
Incompatibility with Modern Platforms
Misalignment with Core Services
Lack of Impact on Social Media
Limited Recognition on Partnership Pages
Incompatibility with Modern Platforms
Misalignment with Core Services
Creative Brief: Revamping the Image of 1-800Accountant with a New Logo
Objective: To create a new logo for 1-800Accountant that encapsulates the essence of the brand's three core services and elevates it to a whole new level of distinction in the market. The logo should be bold, contemporary, and versatile enough to be recognized as a standalone icon. The aim is to design a visual representation that genuinely represents the innovative spirit of 1-800Accountant.
Target Audience: The target audience for 1-800Accountant consists of small business owners, entrepreneurs, and individuals seeking professional accounting services. The logo should appeal to this audience and communicate trust, reliability, and modernity.
Brand Essence: 1-800Accountant is a cutting-edge accounting firm that offers three core services: bookkeeping, tax preparation, and business advisory. The brand is known for its innovative approach, user-friendly technology, and personalized support to help clients navigate their financial needs effectively.
.
Sketching & Concepte
It was decided very quickly that some variation of the A in accountant would be the ideal logo mark. Soketch concepts began.
Mockups
Mock-ups were presented to the Creative team and the strongest concept was chosen to be presented to the Executive team.
The logo that everyone agreed upon was a concept that was fresh and distinct. With an icon mark that could stand alone to represent the brand.
.
Corporate Website Redesign:
Role - Creative Director | UI Designer
• Redesigned Corporate Website to conform with New style guide.
• Built XD Mockups to hand off to Programmers
• Developed user flow
• Integrated new scheduling platform.
Brief:
Corporate Website Redesign,
Ensure that the new design is less formal and more approachable, with a technology feel to it.
Highlight the company's accountants as one of its core strengths to humanize the brand.
Add movement to the homepage to increase user engagement.
Ensure that the homepage's redesign focuses on improving the conversion rate.
Review and test the new design to ensure it meets the above objectives.
Launch the redesigned website to showcase a more approachable and humanized brand that engages users and drives conversions.
.
Results:
Designing from a mobile-first approach helped increase conversions and sales online by over 120%. This approach also helped increase mobile use by 40%, increasing the overall customer views to 80% from mobile devices over a 2-year span.
.
Creating a new corporate style, including a new color palette, fonts, logo, and brand voice, helped to bring a more modern and fresh feeling to a brand that struggled with the perception of being stuffy and boring. These changes were implemented over a 6-month period imbraced by team members, partners, and customers.
.
Small Business Expert Ad:
Role - Creative Director
• Developed the visual concept and feel of the shoot.
• Built Models, Props, and set
