+80% growth in total revenue — in 2 years

+59% increase in Trustpilot reviews — from 420 to 670

+71% growth in LinkedIn followers — from 3,500 to 6,000

At More Than Accountants, I led a comprehensive brand refinement project built around a completely new strategic direction. The existing logo already featured a cloud — a natural metaphor in accounting — so I leveraged that visual asset to create a clear and practical positioning concept: placing the client at the center, with the brand acting as the stable foundation above them. This became the strategic thread that connected every visual and communication decision moving forward.

To ensure consistency across all touchpoints, I developed a full brand user guide defining the symbolic elements, their meaning, and the rules for their application. Typography and color usage were standardized across the board, creating a coherent visual system that could scale across teams and formats. A complete library of custom icons and supporting visual elements was also built to maintain coherence at every level.

One of the most distinctive elements of the project was the creation of Larry — a brand mascot designed to embody the calm, reliable, and approachable nature of More Than Accountants. Larry was developed with a defined personality, backstory, and a set of poses tailored for social media use. Animation bases were also produced, giving the brand a dynamic and human presence across digital channels.

Social media templates were created for Facebook and LinkedIn, replicating the full brand system with consistency across every post. Dynamic content bases were developed to support ongoing content creation at scale, ensuring every publication maintained the same visual language and tone.