Brand Purist • Branding projects • Key Business Consultants

Accountancy firm’s rebrand unlocks credibility and entrepreneurialism

Overview

London-based accountancy firm, Key Business Consultants, approached Brand Purist to help define a clear brand strategy and reimagine their visual identity.

The company’s values of being entrepreneurial, straightforward and attentive shaped our approach. We designed an understated logomark and a typography-driven, clean design system to boost Key Business Consultants’ credibility.

  • Comp slips for Key Business Consultants featuring the key logo mark and half-tone photographs.
  • Reverse side of Key Business Consultants’ comp slips.
  • ‘Unlock your tax savings potential’ slogan printed on Key Business Consultants' flyer.
Photo of Gary Green, founder of Key Business Consultants. Pull-up banner in the Key Business Consultants boardroom.

1.

Brand research

The research phase covered competitor analysis, understanding target audience needs, and reviewing the existing brand.

Many similar organisations didn’t invest adequately in their branding. They had complicated design aesthetics and unclear messaging. Polling KBC’s existing clients revealed positive perceptions and excellent customer experience. Gaining a deeper understanding of the business helped us crystallise the brand strategy.

Billboard advertising designed for Key Business Consultants.

2.

Brand strategy

Three foundational values helped us establish a unique brand positioning for Key Business Consultants:

  • Entrepreneurial: A can-do, enthusiastic attitude, helping clients overcome business challenges.
  • Straightforward: Accounting and business consultancy should be simplified, and built on openness and trust.
  • Attentive: Always keeping clients’ interests in mind, proactively seeking new opportunities to support them.

3.

Brand design

The guiding principles of simplicity and clarity helped us differentiate the brand from its competitors.

The colour palette, dominated by trust-inspiring green, was refined. Purple accents were introduced to represent Key Business Consultants’ proactive nature. We chose a geometric typeface that could resonate with modern, entrepreneurial organisations.

  • Back of Key Business Consultants business cards with embossed logo. Key Business Consultants business cards’ front view.
  • Key Business Consultants letterhead with repeating key symbol on the back. Letterhead design based on a minimalist typographic layout.
Logo design

Our design explorations proved fruitful when we realised that the letters of ‘KEY’ can be transformed into a stylised key symbol. The result is a unique, timeless wordmark that reflects the company’s creativity in a straightforward, yet impactful fashion.

Key Business Consultants logo featuring a stylised key symbol embedded in the word ‘KEY’.
The Key Business Consultants logo lockup with ‘Seed EIS Specialists’ strapline. The Key Business Consultants logo lockup with ‘Chartered Accountants’ strapline.
Visual identity

The key symbol is at the heart of the visual identity. Extracted from the wordmark, it can be used in patterns and other visual expressions. Layouts and typography follow clear hierarchy and grid structures, helping effectively deliver information.

  • Cover page of Key Business Consultants’ Inheritance Tax booklet.
  • Page from Key Business Consultants’ brochure comparing SEIS and EIS features.
  • Infographic diagram showcasing SEIS, EIS, and inheritance tax savings in Key Business Consultants’ booklet.
  • Private Client Opportunities section in the booklet with bold photography of antique keys.
  • Pages of text designed around a clear typographic style and layout, decorated with patterns of the ‘KEY’ logomark.

4.

Brand implementation

The initial implementation included a new website, stationery and brochure. Following the launch of the new brand, we supported Key Business Consultants for years to ensure high standards across all brand touchpoints.

Cover pages of Key Business Consultants’ Seed Enterprise Investment Scheme brochure. Infographic diagrams detailing the benefits of SEIS. Close-up photograph of a page from Key Business Consultants’ booklet featuring the brand’s signature ‘KEY' graphics. Pages detailing the positive impact of SEIS on Capital Gains Tax. Pages from Key Business Consultants’ booklet explaining the SEIS application process. Booklet pages highlighting the top-line benefits of SEIS.
Brand photography

We photographed antique keys to add depth to the visual identity and expand the brand image library. Different arrangements express concepts such as confusion and growth.

  • Photo of a rusty antique key set against a vibrant green background.
  • A set of small antique keys photographed on a purple background.
  • Photograph of old keys arranged in an orderly fashion.
  • Rusty, old keys in a pile photographed on a purple background.
Branded animation

We produced infographic animations that convey complex information in a clear form. The following videos supported Key Business Consultants’ campaigns to promote their SEIS and inheritance tax services.

Web design

We designed and built Key Business Consultants’ website. It follows the typographic principles established for printed materials.

Icon design

A set of bespoke icons were created to add visual interest and break up long written content on the website.

Icons designed for Key Business Consultants in a simple 2D style.

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