Client

Safe Accounting is a small authorized accounting firm, established in 2009 and located in Oslo. They provide assistance in the area of Accounting / Tax and financial guidance for small and medium-sized enterprises.

Part of their main objectives are to attach great importance to quality and punctuality. To provide safe financial services to its clients with a motive to represent excellent and reliable financial image to the government and society.

They work with clients that represent all types of industries, both Norwegian and foreign registered companies.

Problem

Their old identity only communicated through their name, the visual language did not add any clues to mission statement or brand values.

After a thorough research of the company and mapping its customer basis, followed by some analysis and strategic footwork. One of the key insights was that because of the organic growth of customers, most clients came from the same occupation and were freelancers that did not need the well rounded and broad expertise that could be helped.

There was a gap between the resources at hand and the interest to use them to their full potential in this clientele, there were several customer groups that could be targeted to fill this void.

Solution

The company identity needed a full re-brand, a strategy for communicating to both existing and future customers. New Logotype, brand colours, typography, stationery, signage, brand photography and a new slogan.

In order to gain more solid clients(medium to large LTD’s), the strategy was to root the brand into Norwegian culture. Bring inspiration from nature, the most natural growing source we know of and one of Norway's largest pride. High mountains and deep fjords have high contrast and shape steep silhouettes where they meet, ascending towards the sky with power. A perfect symbolism for solid growth.

The human factor was another(also?) a key component, the personal service and guidance was embraced in their communication strategy. In a world/time of computer and self service options, complex systems guarded by law can be quite tricky to navigate. So even though most reports and data lives within the digital realm, having an experienced partner at hand is a good investment.

Combining these insights then created the slogan:

“Guidance to Growth”

“Guidance” comes from the human(emotional) connection, combined with “growth” being the sales pitch(ROI) and logical use of their services.

Agency

Majonajs

Client

Safe Accounting

Roles

- Art & Creative Direction
- Graphic Design
- Motion Design
- Photography by Joakim Karlsen

Outcome

Identity, Stationary & Advertisement.

Year

2016