John R. Waters & Company
Certified public accounting firm rebrand makes a great first impression
John R. Waters & Company (JRW) helps families and privately held businesses achieve their financial goals. The firm’s professionals stay in tune with the latest developments in their industry; however, their outdated branding and website told a different story.
JRW's logo didn’t identify the firm’s forward-moving evolution.
The firm's dated brand hurt business development.
JRW struggled to attract next-generation talent.
JRW’s professionals knew the firm had an identity problem and turned to us for an image revamp.
First, we tackled name exploration.
The logo used the abbreviation, “JRW & Co.” The firm wanted to add a more personal touch while honoring the founder and highlighting the team. “John R. Waters & Company” accomplished these goals.
The firm wanted its new brand to be a classic, timeless beauty. The goal was to appeal to current and future audiences. We chose a modern sans-serif font with a classic “W” mark. We also paid homage to the green from JRW’s legacy branding to honor the past and give the firm a fresh start.
Next, we redesigned the JRW website. When prospects and job candidates visited the existing site, they often moved on, contacting JRW’s competitors. To tackle these issues, we embarked on a total website reimagination, from fresh SEO content that told the JRW story to modern full-width design that scaled to device type.