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&Robin Brand Strategy / Naming / Brand Identity / Digital Design / Signage / Brand Collateral / Social Media
A name change, a new identity and a full brand rebuild, turning a growing advisory firm into the trusted sidekick behind Australia’s small business owners.
Boost Advisory came to Principle Design with a clear ambition: don’t blend in. As a business advisory, tax and accounting firm supporting small business owners and entrepreneurs across Australia, the brief was to build a brand with real personality in a category that rarely allows for one.
Accounting and business advisory is a category built on sameness, navy, grey, credentials front and centre, every firm reaching for the same signals of trust. Boost Advisory didn’t want to be another name inside that mould. The ambition was to stand out in a market where almost nobody does, without sacrificing the credibility a financial advisory client needs before they’ll hand over their books.
That ambition had to hold up everywhere the business shows up, website, social, signage, collateral, carrying real distinction into a category where clients are naturally risk averse about anything that looks too different.
A full naming exercise came first, researching how competitors in accounting and business advisory were positioning themselves, and confirming just how much sameness there was to break from. That pointed toward a name built to stand apart rather than blend in: &Robin. Every business owner is a hero, building something meaningful; &Robin is the trusted sidekick handling the financial complexity so they can focus on the mission, with the ampersand becoming a distinctive mark no competitor could claim.
From there, the identity needed to carry that same boldness everywhere the business shows up, feeling genuinely different from the category norm while still earning the trust a financial advisory client expects.
That thinking shaped a coordinated system rather than a set of separate assets: brand strategy and naming, full identity and style guide, a new website, office signage, brand collateral, and an ongoing social media content strategy with supporting templates. Each piece was built to work together, so a new client meets the same personality whether they’re on the website, in the office, or scrolling past a post.
A firm that finally looks like the relationship it builds with clients.
&Robin now shows up across every touchpoint as something clients haven’t seen from an advisory firm before, bold where the market plays it safe, and unmistakably its own.
