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ClarityCounts Branding
Client:
ClarityCounts
Project
Naming, positioning and brand development for a chartered accountants.
Expertise
Naming / Brand Positioning / Identity development / Design system / Web UI & UX design / Strategy / Copywriting / Stakeholder workshop
Role
Lead Designer & Creative Direction
Team
Simon Barnes / Martin Betts
CHALLENGE
Following a management buyout, Steve Pye & Co needed a new name and identity that reflected the firm they had become — moving away from a business built around its former owner and towards a team-led, modern accountancy brand.
The challenge was to define what made the firm different, then create a brand that communicated its expertise without feeling corporate, complicated or intimidating.
IDEA
ClarityCounts
Combining clarity with counts, the name captures both sides of the proposition: making financial matters easier to understand, while recognising that getting the numbers right matters.
Clarity you can count on became the brand promise — a simple, flexible idea that could flow naturally through the firm’s communications.
STRATEGY
I led the project from discovery through to launch, beginning with a stakeholder workshop to uncover the firm’s strengths, ambitions and opportunities. I then developed the full naming process and brand positioning, establishing a clear foundation for the new identity.
From there, I led the brand identity, developing a distinctive and flexible design system, alongside core messaging and copywriting. The brand was brought to life through a new website, designed and built to communicate the firm’s services with the same clarity and confidence.
IMPACT
ClarityCounts transformed the business from a founder-led practice into a confident, team-led brand with a clear point of view.
The positioning gives the firm a distinctive voice across everything from “Grow your business with financial clarity you can count on” to “Complex strategic advice with clarity you can count on” — making a traditionally complex service feel more human, accessible and relevant.
