Greening & Co.
For this brief I was challenged by PixelHaze digital agency to creating a new brand identity and brochure website for a fictitious accountancy firm called Greening & Co. The business had been based in Pontcanna, Cardiff since 1976 and owner John Greening was set to retire passing his business onto junior partner Rebecca Evans. Rebecca was keen to grow Greening & Co nationally and attract a younger target audience for the future of the business, meaning a rebrand must in need.
The Problem.
Although Rebecca Evans aspires to target a younger audience, current owner John Greening has stressed that the new business must retain its appeal to the existing client base for a minimum of five years. The rebrand must find that perfect balance between traditional and contemporary, whilst remaining sophisticated and approachable.
The Challenge.
How can I create a perfect balance between traditional and contemporary to rebrand Greening & Co and open them up to new markets as well as appealing to current ones?
The Logo.
The brand identity created for Greening & Co attains a traditional yet modern style, whilst also holding onto their core values; sophisticated, approachable, and clear-cut. Forming the letters ‘G’ & ‘C’ into a shield reflects Greening & Co’s security, trust and protection when working with clients.
The Typography.
When considering the typography to compliment the logo and hold on to the brand’s core values, a clean sans serif font was an obvious choice. The flat bases and assertive points of the letter forms were a perfect match for the logo mark, reflecting the structure of the shield. The typeface used throughout the brand is called Lemon Milk.
The Colours.
To represent traditionalism with a grasp of contemporary, a bottle green was chosen to bring back the heritage within the brand. To compliment the bold green a concrete white was introduced to bring balance to the brand.
The Website.
In need of a refreshed website to attract a new and younger client base, the new website holds a contemporary and sophisticated style which is easy for current and new clients to explore. The website features what Greening & Co stand for, what’s unique about them, what they offer to clients and the team behind the numbers.
