AbsDabs

When you think about accounting firms, you probably think about taxes. Spreadsheets. Bookkeeping tasks. A name something like “Smith & Associates, CPA”, and a generic-looking, safe brand. This approach may work well for firms that are trying to attract a broad client base, but what about a firm that has a more nuanced vision for growth? AbsDabs wants to build partnerships that deliver communal impact, not just pay the bills. The updated brand balances approachability with professionalism while simultaneously helping to define a long list of services that can resonate with the right group of people.

The position

AbsDabs is different from most accounting firms. The company’s founder doesn’t care about building a grand business empire–he wants to connect with other businesses that are passionate about reform in Kentucky, and support them with his expertise. To make sure that he connects with the right people, we helped define a set of actionable core values to refer back to as the business grows:

AbsDabs’ visual and verbal identities break through expectations for the accounting industry, removing inaccessible jargon and impersonal imagery. Instead, they’re replaced with a progressive tone that resonates with like-minded business owners.

Messaging

The verbal identity solidifies this approach through a voice that’s genuine, accessible, and steadfast. Professional, but not corporate. Conversational, meeting organizations where they are. And optimistic, highlighting AbsDabs’ mission and their clients’ outcomes.

Visual Identity

We created a mark that functions as a compass–a nod to the idea that AbsDabs exists to be a partner in navigating growth for their clients. Paired with a flexible set of typefaces and modern color palette, AbsDabs’ visual identity stands out in the crowd of traditional accounting services.