Central-Coast accounting firm Smith Swaine rebranded after leaving a previous franchise. Core to their ‘why’ are personal values centred on maintaining a healthy work/life balance. Taking this idea of creating balance—with, of course, the notion that accounting is also all about balancing finances—I developed a four-word statement to underpin their entire ethos: Enhance your business balance.
Being accountants, they wanted a simple and clean design approach, but I added a subtle nod to their ethos through using a forward slash/fraction mark to create visual balance within the typographic nameplate. I also physically ‘balanced’ letterforms on each other to create a more playful brand expression (even accountants can have fun sometimes).