New Site Launch: Friedland + Associates

New branding and a colorful website for San Francisco-based Friedland+Associates. Project included branding, copywriting, web design, and illustration.
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Accounting websites can be a little sterile and corporate. But that doesn’t mean that an accountant has to be boring! In fact, it’s their ability to explain things to us in an understandable way and to help us solve complex financial problems that make their services so indispensable!

That’s why when Rachel Friedland came to me looking for a unique website for her San Francisco-based accounting firm, I thought this would be an interesting project to take on. Rachel had a website that was working fine and she had no shortage of leads through her Quickbooks Pro profile, but she felt like her current website didn’t reflect her business and her way of working. She wanted something more personable that would position her as a friendly expert, and help differentiate her from other accountants in the area.

Rachel wanted a new everything for F+A’s online presence, including branding, copywriting, and web design.

Rotating logo Gif for Freidland + Associates branding 2

Artistic and Methodical Influences Work Harmoniously

F+A mostly works with local nonprofits and small business owners, though the team does work remotely. We wanted to ground F+A in the Bay Area using words and imagery that would resonate with its culturally active community. Some of our inspiration included pink brushstroke paintings, brightly illustrated logos, and San Francisco’s famous Painted Ladies, the Victorian row houses of the NOPA neighborhood. But being an accounting firm and not a whimsical product-based business, I took this inspiration and created a bright color palette for the brand that’s grounded in deeper shades of purple and green. This creates an interesting contrast against the angular, editorial font used in the logos. 

Freidland Logos 2
Logo variations and color palette for the new identity

A New Life for the Website

With such a colorful palette, you can guess that the website would take a detour from the staid. Because we didn’t want to go the stock photo route, we instead chose to use illustrations for the page headers and icons. I created the homepage illustration to match the style of the internal pages, which were made by talented designer James at DrawKit. 

The copy also was meant to reflect a shift in tone, becoming more personable while assuring potential clients of F+A’s expertise in helping clients learn Quickbooks Online and taking care of nonprofit accounting tasks. We split the traffic on hte homepage into those two services and used plenty of testimonials throughout the site because Rachel had so many glowing reviews. 

The overall effect? A colorful, vibrant website to set people at ease when they come for accounting help. 

homepage screenshot friedland + associates redesign

Here’s what Rachel had to say about working together: 

Through Kari’s expert process she learned about me and my business to develop a brand, copy, and website that successfully communicates our offerings. She did this by spending enough time gathering information and asking questions to develop this vision. She had the right balance of incorporating my feedback and using her design expertise to develop the site.

You can check out F+A’s new website here

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Hi, I'm Kari

I teach female creative entrepreneurs and bloggers how to design a brand and business that they love through my blog, and easy-to-use templates and design tutorials! Follow me to learn how to improve your brand, too! 

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