The Co. Accountants and Business Advisors

The Co. is an accounting and financial services firm based in Melbourne, which prides itself on breaking the mould of the stereotypical accountant. They provide financial services across four main sectors: hospitality, healthcare, manufacturing and construction.

The Co. approached us to refresh their brand and digital presence. They wanted to better represent what set them apart in the financial sector — their ability to balance professionalism and personability.

Strategy was an important part of our process. We focused on striking the right balance between a corporate offering and a more humanistic appeal. We determined that a simplified identity would help them resonate with their broad client base and cater to this diversity.

We stripped away colour to provide a layer of sophistication and married the layout with the logotype in an interesting way to create a consistent visual motif through the brand.

We developed a distinct secondary language with consistent use of the monochrome colour palette and a beautiful set of typographic styles. The result is a bold, striking brand that presents an identifiable mark to the public.


Part of our go-to-market strategy was to redesign and redevelop their website with a focus on their core values and demographics. With a solid understanding of their customer user journey, we defined a sitemap that offered a user-friendly experience. The brand needed to be modern, clean, and simple.

The written component of the website also needed to address the areas we defined in our strategy. Efforts were also focused on SEO; refining and optimising the site while maintaining an informative yet hospitable tone throughout.

We employed call-to-actions throughout the website to assist The Co. in lead generation and help create engagement with new customers. As their marketing and design partner, we catch up with The Co. team every month to evaluate their progress and provide ongoing support as required.

The team at Principle Design directed photography and videography for the website, including staff and office space imagery. We wanted to set a welcoming yet professional mood, once again maintaining the equilibrium The Co. has established between professionalism and personability. To further enhance their approachability and credibility, we also filmed four testimonials (one for each of their four sectors), creating a more authentic user experience.

Strategy, branding, web design, and SEO-driven copywriting all worked in unison to assist The Co. in not only building a strong and recognisable brand, but also worked together to create sales and forge strong relationships with both existing and future clients.