Avanopti Accounting & Business Services

Brand Discovery

Through a 5-hour brand strategy intensive, we uncovered the history, values, and vision for Cleo’s accounting practice. What began as a website project transformed when Cleo realized her business needed a complete rebrand to achieve her goals. The intensive revealed that her current business name and identity weren’t aligned with her vision for growth and expansion. With established competitors planning retirement, the timing was ideal to reposition her business as the leading accounting solution in the region.

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Defining the Brand

Working with Cleo, we identified core brand attributes centered on trust, optimism, peace, proactivity, and fierceness. This defined how the brand should look, sound, and act—creating a personality that is competent, trustworthy, and empowering while being uniquely “glamorously fierce.”

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Customer Insights

Cleo serves clients from small business owners to aspiring entrepreneurs and business managers. We created customer profiles to represent each segment, including their backgrounds, needs, and pain points. This clarified their challenges—disorganized records, lack of compliance, and damage to their confidence as business owners.

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Competitive Insights

We analyzed the local accounting landscape to understand how Cleo could differentiate her practice. Most competitors had outdated websites with generic messaging focused on technical services rather than client benefits. Their visual identities relied on predictable blue color schemes and conventional financial imagery. Several established competitors were planning retirement, creating a market gap for a modern, client-focused practice. This analysis revealed an opportunity to position differently—emphasizing emotional benefits like peace of mind and confidence while using vibrant colors and approachable language to stand out from the competition.

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Positioning

Understanding what Cleo wanted to be known for helped define the practice’s positioning. We developed a value proposition centered on “Proactively empowering your peace of mind” and the tagline “Boost Confidence.” This set her firm apart from competitors who focused primarily on functional accounting benefits rather than the emotional and aspirational elements clients value.

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BRAND IDENTITY

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Following the development of the new name, we created a visual identity system for Avanopti Accounting & Business Services that would bring the brand to life visually.

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A New Logo

We developed a logo system for Avanopti that embodied the brand’s personality and strategic positioning. The logo features a stylized “a” with an upward arrow representing the “boost” Avanopti gives clients. The checkmark formed by the “v” illustrates the brand’s proactive nature, giving assurance that clients can have peace of mind.

The logotype uses a warm sans serif font that conveys professionalism while remaining approachable. The lowercase letters reflect openness and transparency—core values of the brand.

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A Vibrant Color Palette

Cleo expressed an affinity for vibrant colors that reflect her creative side. We developed a distinctive color palette featuring rich blues and energetic reds as primary colors, complemented by warm neutrals and soft accent tones. This combination creates a look that stands out from competitors’ conservative palettes while conveying trust, energy, and professionalism.

The strategic use of colors communicates key brand attributes—trust through blues, optimism through warmer tones, and fierceness through vibrant red accents. This differentiates Avanopti in a market where most competitors use basic blue schemes or haven’t considered the impact of their brand colors.

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Purposeful Typography

For the Avanopti brand, we selected Lexend as the primary typeface. Designed to reduce visual stress and improve reading performance, Lexend perfectly aligned with the brand’s commitment to clarity and peace of mind. The sans serif font creates a modern, approachable impression while maintaining professionalism.

The typeface provides excellent readability across digital and print applications, ensuring clear communication of complex financial information. Its clean letterforms and varied weights allow for creating distinct hierarchies in content, reinforcing the brand’s organized, systematic approach to accounting. This thoughtful typography choice further distinguishes Avanopti from competitors using standard system fonts.

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STRATEGIC NAMING PROCESS

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The brand strategy and positioning work revealed that the existing “CR Accounting” name wouldn’t support Cleo’s vision for growth and expansion. So, we implemented a structured naming process to find a name that would stand out in the market and align with the brand strategy. First, we established clear naming criteria focused on memorability, distinctiveness, adaptability, and sound. We analyzed competitors’ names and found most used descriptive or founder-based naming approaches, creating an opportunity to differentiate through a more evocative name. Through targeted brainstorming exercises centered around key brand attributes, we generated potential names and evaluated them against our strategic criteria. The name “Avanopti” emerged as the frontrunner, scoring highest across all criteria. Derived from “forward (advanced) optimism,” the name embodies the brand’s proactive approach and positive impact on clients.

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WEBSITE DESIGN & DEVELOPMENT

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We designed the Avanopti website to create a balanced user experience that speaks directly to the needs of the identified customer profiles. The site emphasizes how Avanopti helps business owners maintain accounting compliance without stress, ultimately boosting their confidence.

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The website meets requirements for brand consistency, mobile responsiveness, user experience, and clear calls to action. Unlike competitor sites that simply list services, Avanopti’s website addresses the emotions behind financial disorganization and positions accounting services as a path to peace of mind.

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We built a WordPress site with a user-friendly content management system optimized for organic traffic through targeted blog content. We implemented appointment scheduling through WhatsApp Business integration and set up systems for email marketing and client onboarding.

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