Branding & web design for accounting startup

Client

AccountAbiliti

Client

AccountAbiliti

Client

AccountAbiliti

Industry

Startup Accounting Finance

Industry

Startup Accounting Finance

Industry

Startup Accounting Finance

Timeline

2 weeks

Timeline

2 weeks

Timeline

2 weeks

Status

Complete

Status

Complete

Status

Complete

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The client

AccountAbiliti is a startup offering outsourced account services. AccountAbiliti is positioning themselves to be a complete replacement for in-house account teams. For a fraction of the cost, AccountAbiliti can do what large companies spend hundreds of thousand of dollars on. AccountAbiliti offers bookkeeping, advanced accounting and fractional CFO solutions for businesses of all sizes.

AccountAbiliti is a startup offering outsourced account services. They are positioning themselves to be a complete replacement for in-house account teams. For a fraction of the cost, AccountAbiliti can do what large companies spend hundreds of thousand of dollars on. AccountAbiliti offers bookkeeping, advanced accounting and fractional CFO solutions for businesses of all sizes.

The Challenge

With a limited budget and short deadline, create a simple, one-page website with maximum impact.
Make the company approachable and clearly demonstrate the benefits they provide.
Create a logo that is marketable, unique, simple and memorable.

The solution

Website

AccountAbiliti was a short project. As a startup, they had a limited budget and needed a quick turnaround. To accommodate that, I opted for a one-page style website (plus blog) that quickly and effectively explained what they do and how they can help. Mark, the company's founder, provided all the written content which helped to speed up development.

When creating a one-page website, it's important to make the greatest impact using the fewest words possible. This helps visitors stay focussed and not lose interest. Using his content for reference, I pulled out the most important bits, reworded some of it and organized it into distinct sections. The order and flow of these sections help tell AccountAbiliti's story and ultimately how they can help their customers.

When AccountAbiliti is ready to grow, I'll revisit the website and help build it out, adding pages and content to further explain their products, services and benefits.

Logo

I wanted the logo to be friendly, marketable and tell a story. As the name implies, AccountAbiliti is where accounting and ability meet, helping businesses take accountability over their finances. To illustrate that, I designed their logo mark as building blocks that form a Venn diagram. The circle represents accounting (coin, money, perpetual nature, etc.). The square represents ability (firm foundation, business, growth). Where the two intersect is accountability. This symbol provides a simple visual reminder of what AccountAbiliti does and maintains great visibility at small sizes.

For the logotype, I opted for monospaced, lowercase lettering. Since "account" and "abiliti" both have 7 letters, monospaced lettering allowed the overall width of each word to remain the same for a symmetrical look. I positioned the logo mark between the two words to reinforce what it represents.

The logo mark is used throughout the site in various places to help it stick and remain in the minds of site visitors and clients.