Prosper Agency
July 6, 2020

How we developed a unique brand for Canadian accountancy firm Numerity

Numerity approached Prosper searching for a branding, design and marketing agency that not only had experience in working with accountancy firms, but that could help position their relatively young company as a credible, authoritative and tech-savvy entity in an industry that is notorious for ‘playing it safe’.

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Branding
I

n the beginning…

Numerity approached Prosper searching for a branding, design and marketing agency that not only had experience in working with accountancy firms, but that could help position their relatively young company as a credible, authoritative and tech-savvy entity in an industry that is notorious for ‘playing it safe’.

Though the company had in fact been operating for nearly 6 years under a different name, Numerity in its previous form lacked any discernible branding or web presence. Owners Jim and Christine knew that if they wanted to create a business that could help them achieve their personal and professional goals, they needed to invest in a distinctive identity, then support their brand proposition with a clean, contemporary, fully functional website that acts as both an information resource and a lead generation tool.

Numerity wasn’t turned off by the fact that we are located nearly 4,000 miles away from their HQ in Winnipeg, Canada and their search for ‘Branding for Accountants’ offered the Prosper website on page one their Google search results. They were excited by the fact that we specialise in developing impactful brands for firms in the financial space, and so have useful insights into the design and marketing strategies that work best for businesses in this sector.

Branding for Canadian accountants Numerity by Prosper
Brand identity design for Canadian accountants Numerity

The brief

The project was to be split into two core components: the development of a brand, and the design, build and implementation of a website.

Re-branding the company involved:

• Choosing a new brand name

• Creating a unique logo

• Developing a brand palette, and a resulting set of brand guidelines

• Rolling out the new brand across the business’ stationery, social media banners and other online and offline assets

The development package included:

• An initial content and copywriting consultation

• Designing and building a fully responsive web platform

• Writing an initial series of blog articles ready for launch

From the very start, Jim and Christine were dead set on positioning their new brand as the outsourced CFO and accountancy practice for forward-thinking Canadian business owners and entrepreneurs.

How we established Numerity’s core brand values

At Prosper, we take al our branding clients through a brand strategy workshop prior to us undertaking any design work.

These workshops, which can take place either face-to-face or via the web, are structured enough to ensure we get robust answers to our questions and gain a better understanding of how our client’s company operates – but they are also designed to give business owner(s) the time and space they need to explore their why, and really hone in on what makes their company unique.

Branding for accountants - Prosper
Brand collateral for Canadian accountants Numerity

During Numerity’s two-hour long Skype meeting, we soon established that Jim and Christine were very keen to do things differently to other Canada-based accountants. For example, they had already recognised the trend for bringing accounting online and were eager to establish themselves as a team that work confidently via the web.

Although as a team they are happy to offer tax and general accounting services to businesses that need them, they wanted to use their new brand to position themselves as virtual CFOs; that is, accounting experts who can provide their clients with the same vital fiscal knowledge and insights as an in-house member of staff, at a fraction of the cost and on a much more flexible basis.

From the very start, Jim and Christine were dead set on positioning their new brand as the outsourced CFO and accountancy practice for forward-thinking Canadian business owners and entrepreneurs.

How we created Numerity’s brand from scratch

Our first task was to name the new brand. We worked very closely with the owners to condense a long list of possible names into a final selected shortlist. Due-diligence and final checking, along with a healthy dose of gut feeling and instinct, led us to arrive at 'Numerity'.

At design level, we discussed the use of colour and imagery at great length, then used our notes to start shaping several logo and branding concepts.

After several design rounds, Numerity eventually settled on a lowercase purple moniker in a fresh and legible Rooney typeface. They (and we) felt it was modern enough to convey the innovative nature of the service on offer, yet adaptable enough to be applied to any digital or printed asset in the future.

We ensured that all photography used across the website and on the company’s printed materials was diverse and inclusive; these images were deliberately chosen to eschew the cliched photography that’s often found on accountants’ websites, and instead resonate with the diverse demographic of young entrepreneurs Numerity wants to attract.

Numerity approached Prosper searching for a branding, design and marketing agency that not only had experience in working with accountancy firms, but that could help position their relatively young company as a credible, authoritative and tech-savvy entity in an industry that is notorious for ‘playing it safe’.

From a copy perspective, we knew we needed to balance familiar terminology and mentions of everyday accounting scenarios with an exciting outsourcing concept that could in fact deliver more value for business owners and entrepreneurs than a traditional setup. We also felt it was important to focus on the benefits of Numerity’s services over the ins and outs of what the team can deliver. Through a separate copywriting workshop, we explored the company’s objectives, its USPs and its target audience, as well as ideas for a suitable tone of voice – and from here we developed a writing style that is confident yet conversational and that we feel lends a friendly relatability to Numerity’s messaging.

Being on the other side of the world to Numerity certainly didn’t hinder the fact-finding process or affect our creative output. We thoroughly enjoyed the opportunity to transfer our extensive design and marketing skills into a different market, and Numerity appreciated our objectivity and out-of-the-box thinking; two things they may have struggled to find in a local company more firmly embedded in Canada’s financial culture.

How we produced Numerity’s clean, modern and fully responsive website

Once we had a strong brand to hand, we began mocking up ideas for Numerity’s website. Our designers and copywriters worked hand in hand throughout the process to ensure the content was placed on each page with purpose, not just slotted into the template in the latter stages of the project!

In keeping with the company’s preference for simplicity and accessibility, we opted for a straightforward navigation menu with links to internal pages that discuss the benefits of working with Numerity, its core services, and the various packages on offer from the team. We also added a blog, which can be easily updated via the platform’s simple-to-use content management system (CMS), allowing the company to share regular news, tips and insights without incurring additional development costs.

Prosper provided an initial blof article for Canadian accountants Numerity

What’s next for Numerity?

As a firm that’s now backed by a distinctive brand and supported by a beautiful, functional website, the future is looking bright for Numerity. The company will be focusing on its content output in the coming months to better communicate its values, its key differentiators, and its expert knowledge. Jim and Christine also have plans to market Numerity more aggressively in certain sectors, particularly the property and construction industries.

Like what you’ve read? Prosper can help you, too!

Whether you’re launching a new brand, revamping an existing identity or looking at ways to make your website work harder for your accounting or financial advisory business, we can help. Contact us today to get a tailored quote for your next project, whether you’re in the UK or further afield.

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