_Smolin
Logo Redesign
Identity System
Campaign Development
O.O.H
Print Advertising
Web Design
_Logo Redesign
Perception is reality and accounting firms are no exception. For one firm their reality was a dated brand in need of an update.
Named for its original founders, Smolin Lupin is an established and trusted CPA firm with a long history of success. However a dated brand was discrediting the firm’s polish. Additionally, in conversation the full name was often shortened to Smolin creating a brand recognition concern. The goal was to create a mark that combined the formality of the industry with an approachability that would attract larger clients and attract new young talent.
Old Logo
New Logo
_I Am Smolin Campaign
A healthy roster of existing clients keeps Smolin among the ranks of top accounting firms but with aggressive growth goals forecasted a marketing push was recommended. The campaign would work two-fold. Attract new, progressive, rapid-growth clients and attract and retain the industry’s leading talent.
In an impersonal industry, the goal of this campaign was to humanize Smolin’s staff and build trust with prospects through shared interests.
