First Freelance, accountants for contractors and freelancers, had a brand, website and marketing communication but they weren’t happy with it. It was very ‘me too’ looking like just about every competitor in the business with immature typography, cartoon illustrations and poorly laid out marketing.
The challenge for me was to polish the brand, change the visual language and simplify the message. I started by making small corrections to the logo, changing the typeface and making the colour more ‘credible’. This ended up with a complete style guide that was used to create digital assets, marketing and promotional gifts.
My biggest change was to completely move away from cartoon, drawn graphics and start to search for stock photography that communicated the feel of the company. Finding good stock is a difficult task and it took a long time to find a series of images that were not cliched and had a slight edge which echoed the customer base. To add to this I experimented with colour washes.
The website was designed on top of a Wordpress site and initially was a simple one page sales pitch, over time this has become a fully functional portal for the firm’s customers.