Brand Identity and WordPress Website for CPA Private Firm in Baton Rouge, Louisiana
Wayfinder CPA is an expert team of CPAs, tax accountants and specialized business consultants who provide small business owners with the peace of mind they need to thrive, by providing all-encompassing financial expertise at a fraction of the cost of a full-time employee.
Create an All-Encompassing Visual Identity and Online Presence for a Fresh Innovative Financial Perspective
Wayfinder owner Chris reached out to Whiskey and Red to help him and the rest of the Wayfinder team rebrand and completely rework their online brand experience. As an almost entirely paper-less firm, they wanted to create an identity and online experience that matched their innovative and tech forward financial management practices. Thus aligning them with other innovative small business owners looking for that collaborative remote team member with more accessibility and advanced insights into deeper data decision making.
A clean, simple, and strong lifestyle brand identity grounded in the nautical imagery inspired by the brand’s company name, “Wayfinder.”
We choose a clean, clear and strong Sans-serif typeface as the primary font family for the Wayfinder CPA Brand System. We then further customized the typeface in order to create a unique path along each letter, representing the expert navigational skill and experience they bring to their client’s financial journeys. Sharp angles to smooth curves, just like the rough and smooth seas. These same angles tied beautifully into the brand icon with its rounded curves and sharp points. Creating a high-contrast and high-end feel to their lifestyle brand.
The most masterful navigators are arguably birds. These navigation experts, like Wayfinders, use their experience, intuition and the sun, stars, moon and other natural elements to expertly travel great distances.
Another hugely popular nautical icon is the compass or arrow. Want to maintain the nautical and expert navigational symbology by creating more of an arrow-like shape combined with the Bird, we united two images into one consistent piece. This imagery represents the forward-thinking creativity of Wayfinder and the upward momentum they propel their client’s success towards.
Along with the simplicity and clarity of the mark’s styling, the more geometric and modern feel to the icon brings a high-end and luxury feel. Think luxury car brands or tech brands. A mix of shapes and animal imagery for strength, confidence, trust, and yet still clean and clear.
Responsive Website Design
As a strong tech-forward brand, we knew many of their clients and potential clients would be accessing the website via mobile devices and smaller screens. From financial apps to the website’s custom insights and client resources pages, we needed to design a seamless and simple digital experience that would be consistent across any device or screen.
Less is More
Owner Chris knew that he didn’t want to overwhelm his clients or followers with too much industry text or language like other financial brands. His clients are experts at what they do and come to him to be the expert for their financial guidance. So we focused on keeping everything from the color palette, typography styling, website copy, and design as simple, clean, and direct.
A Navigational Experience
We knew we wanted to keep the overall elements of the site simple and clean; black and white photography, simple contrasting colors, short direct website copy. But we didn’t want viewers to scroll too quickly. The asymmetrical design and overlapping layered element provided us with a sense of control for the scroll and navigation through each page. Color blocks to highlight value propositions, toggles to control page text, and contrasting layered elements did just that. Visually guiding clients and visitors through each page.
Cool, Strong, Intense, Clear
The goal was to create a brand color palette that best embodied Wayfinder’s vision of a lifestyle brand that best supported their client’s vision for their own dream lifestyle. Wanting to maintain the nautical elements of the brand name, but also keep a modern and tech-forward feel, we created a clean, strong and intense palette, founded in two contrasting blue colors with a golden pop of sandy gold to keep true to the nautical elements and provide a grounded pop of color.