For a bookkeeping business to stand out in what is a typically conservative sector, being bold is key.
We broke conventions and created an overarching brand – Abacus Business Solutions – which communicated the strategic consulting this company offers beyond basic bookkeeping, without alienating core customers.
Bringing all this to life – and setting Abacus aside from its competition – was the ‘visual mathematics’ of our imagery, based on formulae and grids.