Alice CPA
CASE STUDY
Alice CPA are a New York-based chartered accountancy that specialise in audits for startups seeking funding.
OVERVIEW
In 2023 I partnered with brand strategy firm, The Connected Agency to help rebrand 'Tax Drop' into 'Alice CPA'.
BRAND STRATEGY
NAMING
INTERNAL BRAND IDENTITY
BRAND MESSAGING
VISUAL IDENTITY DESIGN
Brand Strategy
Before we executed the branding, Clinton Barnes from The Connected Agency developed the brand strategy for AliceCPA, positioning it as the go-to financial compliance partner for early-stage startups. He shifted the brand from a transactional CPA firm to a high-touch, trusted insider, offering clarity, speed and confidence in a confusing process.
Renamed to AliceCPA after its founder, Alice Cheng, Clinton worked to define a brand that felt youthful yet credible, modern yet dependable. Alice’s relatability, startup experience and tech-forward approach would set AliceCPA apart from both solo operators and large firms. It laid the groundwork for a scalable brand built on real connections, clear messaging and the credibility to become the certifier of record in the space.
Brand Identity
With the brand strategy in place, the identity developed for AliceCPA brought that positioning to life visually and verbally. The identity expresses AliceCPA as a trusted, tech-savvy insider for startups. The logo system, built around flexible variants, is paired with a distinctive colour palette featuring Slate Blue and bold Yellow, to stand out from others in the category.
The brand’s tone is youthfully confident and helpful, with messaging like “Let’s get you funded” speaking to the emotional journey of startup founders. To set the tone for a youthful, yet relatable brand, we also conveyed the brand experience into unique touchpoints that empathises the dread of an audit, like a scented candle or toilet paper rolls to alleviate their client's concerns. Overall, the identity translates the strategic intent into a visual and verbal system that’s both memorable and scalable.
Better branding
outcomes
While it is still early days for AliceCPA, they have been able to implement their strategy and identity to apply to all their touchpoints, client experiences and team to attract their ideal clients and grow.
