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About

Rebranding PracticeWeb with a clear purpose and tone

Rebrand of PracticeWeb, a marketing agency that specialise in working with accounting practices in the UK.

Client

PracticeWeb

Responsibilities

Branding
Illustration
Research

Website

Mobile website, Busines Cards

Visual identity

Visual identity

Circles

Using concentric circles as a visual device, PracticeWeb’s communicates it’s core brand promise, of securing financial growth to their clients by enhancing their marketing.

The brand establishes itself as sophisticated and responsible by relying on dark puple hues. The creativity and friendliness shines through in the bright accent colour palette, rounded details in typography and UI, and through the approachable jargon-free tone of voice.

Photography

PracticeWeb’s photography style aims for realism, showing their close collaborative approach to projects.

The circle motif is used here to make heroes of the PracticeWeb employees.

Ebook Covers

Ebooks and marketing assets

For marketing materials such as Ebooks the cicular motif is expanded upon and creates it’s own in-house illustrative style, ideal for communicating both abstract concepts and figurative imagery.

Process

The challenge

The rebrand was based on insight around PracticeWeb’s core client base, which were small to medium accountancy practices. Although these practices were keen to invest in marketing, they wouldn’t do so without clear ROI being demonstated. Additionally they would easily be turned off by marketing or technical jargon.

I would need to find the right balance between keeping a straightforward tone of voice, including creative flourishes and demonstrating the value of their products.

Personas

Feedback, internal

Feedback, external

Qualitative research

Feedback on the branding was carefully collected from both internal teams and from external collaborators. I then assesed it, presenting it back to stakeholders and changes based on the feedback were signed off and implemented. This ensured that the final product communicated the right values, and made PracticeWeb stand out against it’s competition.

Results

Increase in leads

Following the rebrand in 2018, we saw an uptick in amount of leads aquired at accountex, an annual industry event that PW attends.

Leads 2017

Leads 2018

Leads 2019