change
change
Design & Art Direction
Wireframing
Prototyping & Testing
UX/UI Design
Design Systems
Interaction Design
Identity Design
brand guidelines
Generative AI Prompting
Design & Art Direction
Wireframing
Prototyping & Testing
UX/UI Design
Design Systems
Interaction Design
Identity Design
brand guidelines
Generative AI Prompting
change
Design & Art Direction
Wireframing
Prototyping & Testing
UX/UI Design
Design Systems
Interaction Design
Identity Design
brand guidelines
Generative AI Prompting
approach
The brand needed to feel contemporary, confident and technically forward, reflecting a platform now powered by AI and built to accelerate growth for accountants. A bold new identity centred on upward momentum was created, expressed through a geometric mark that combines a “C” with a rising 45° arrow. Red became a strategic differentiator in a sea of green competitors, while AI-generated imagery replaced traditional photography to create a cohesive visual world. The digital experience simplified a complex offering into a cleaner, more intuitive product journey.
The brand needed to feel contemporary, confident and technically forward, reflecting a platform now powered by AI and built to accelerate growth for accountants. A bold new identity centred on upward momentum was created, expressed through a geometric mark that combines a “C” with a rising 45° arrow. Red became a strategic differentiator in a sea of green competitors, while AI-generated imagery replaced traditional photography to create a cohesive visual world. The digital experience simplified a complex offering into a cleaner, more intuitive product journey.
approach
The brand needed to feel contemporary, confident and technically forward, reflecting a platform now powered by AI and built to accelerate growth for accountants. A bold new identity centred on upward momentum was created, expressed through a geometric mark that combines a “C” with a rising 45° arrow. Red became a strategic differentiator in a sea of green competitors, while AI-generated imagery replaced traditional photography to create a cohesive visual world. The digital experience simplified a complex offering into a cleaner, more intuitive product journey.
OUTCOMES
The refreshed brand and website delivered a more confident market presence, clearer product understanding, and a stronger reflection of the platform’s evolved capabilities. Engagement improved post-launch, with early performance supporting better acquisition and retention.
The refreshed brand and website delivered a more confident market presence, clearer product understanding, and a stronger reflection of the platform’s evolved capabilities. Engagement improved post-launch, with early performance supporting better acquisition and retention.
The refreshed brand and website delivered a more confident market presence, clearer product understanding, and a stronger reflection of the platform’s evolved capabilities. Engagement improved post-launch, with early performance supporting better acquisition and retention.
29
29
29
increase in website conversions (%)
increase in website conversions (%)
increase in website conversions (%)
18
18
18
reduction in churn across the first six months (%)
reduction in churn across the first six months (%)
reduction in churn across the first six months (%)
![](data:image/svg+xml,<svg display="block" role="presentation" viewBox="0 0 1424 610" xmlns="http://www.w3.org/2000/svg"><path d="M 0 79.226 L 0 0 L 472.081 0 L 472.081 79.226 L 281.759 79.226 L 281.759 609.982 L 190.024 609.982 L 190.024 79.225 L 0 79.225 Z M 715.612 0 L 715.612 609.982 L 623.281 609.982 L 623.281 92.331 L 619.707 92.331 L 473.764 187.641 L 473.764 99.479 L 625.961 0 Z M 805.083 0 L 916.775 0 L 1110.972 474.166 L 1118.112 474.166 L 1312.311 0 L 1424 0 L 1424 609.982 L 1336.431 609.982 L 1336.431 168.579 L 1330.781 168.579 L 1150.882 609.089 L 1078.202 609.089 L 898.309 168.281 L 892.65 168.281 L 892.65 609.982 L 805.083 609.982 Z" fill="rgb(243, 243, 243)" height="609.981721021999px" id="ONwDcDcuT" width="1423.9999713323368px"/></svg>)
