Friedland + Associates
Branding, Illustration, Copywriting, Web Design
Friedland + Associates is an accounting and bookkeeping firm in San Francisco that helps local nonprofits and small businesses with their accounting and bookkeeping. The firm’s owner, Rachel, came to me for a redesign because her old site “just didn’t feel like her” and she wanted to work more with Bay Area nonprofits. We created a brand and new website for F+A that had their ideal clients contacting them within just a few days of its relaunch.
Research + Project Goals
“If it ain’t broke, don’t fix it,” the saying goes. But that’s not always the best way to be successful.
Rachel knew that although there was nothing wrong with her old site, per se, it didn’t say much about what she did. She hoped to streamline her services and reposition herself to work with a certain clientel and to stand out from other Bay Area accountants.
While researching, we found that most accounting websites either looked very corporate or used illustrations in the SAAS tech style. We wanted F+As new site to be colorful and artistic, to represent the vibrant community that she served without using generic stock photos.
We took Rachel’s artistic inspiration of paint strokes, Painted Ladies, and illustrative logos into account and created a colorful palette. The editorial-styled serifs used in the logo and the dark green and purple, however, show F+A to be a modern and substantial brand in spite of all the colors.