Brand strategy, identity and a new website for a leading independent accountancy.
Halden & Co had a stellar reputation among founders over fifty and almost none among founders under forty. The visual identity dated from 1998, the website was a brochure, and the firm's real strength, plain-spoken advice from partners who pick up the phone, was nowhere to be seen.
Our brief: modernise without losing the trust the firm had earned, and turn the website into a genuine source of new business.
Twenty client interviews surfaced the same phrase again and again: “they tell me what to do, not just what the rules are.” We built the positioning around it, wrote a tone of voice that sounds like a partner talking, and designed an identity that pairs a warm serif with a confident orange accent.
The website was rebuilt around three journeys: founders comparing firms, existing clients looking for a specialist, and talent researching the culture. Every service page ends with a named partner and a direct booking link.
“Novaris rebuilt our brand and website in twelve weeks. Inbound leads doubled in the first quarter and the board finally understands what we do.”
— James Halden, CEO