The brief
In 2022 (while I was trading as Keefomatic), I was recommended on LinkedIn as someone who could help with a logo and web design project. The original poster, Zoe Denning, had an accountancy business and was looking for a refresh of her logo and a new website.
After shortlisting a few designers and talking with them, I won the project.
Zoe‘s business, IAS, provides a range of training, set up and advisory services for small businesses that use Xero cloud accounting software.
Logo design
The first stage of the project was to redesign her existing logo. Zoe wanted to retain the cloud icon with an arrow representing data input, but the rest was up for development.
I provided multiple options as we were looking to evolve the existing logo rather than completely start again.
Each logo option proposed took a step further away from the existing design.
I always offer a final option that pushes the brief and develops the logo further than the client expects. In this case, the braver option is the one Zoe went for.
I say brave because we did two things; we shortened the company name, Informed Accounting Solutions, to IAS, and introduced a new positioning statement, Xero for SMEs.
The purpose of the positioning statement is to explicitly state what the company does. “Informed Accounting Solutions” doesn’t really tell you very much, so I suggested this distinct statement to leave the reader in no doubt about what the company provides.
I chose this particular line for two other reasons: its value as an SEO keyword, and the domain name was available for the new website.
The logo went through two revisions, and I also created black-and-white and mono versions for various uses in the future.
Website design
Zoe provided a very clear framework for the website. During our discussions, I offered to include copy editing services. These are intended to ensure that the client’s copy is as effective as possible, uses SEO ranking keywords, and is grammatically correct.
The site design is based on the three shades of blue used in the logo. Zoe wanted a clean and crisp design, so I used a single typeface throughout, simple icons, and licensed stock photography, which was treated with a blue overlay.
As part of the service, we switched Zoe‘s email provider to use my hosting provider instead. We also created a subdomain so she can provide a client login.
You can see the site live at IAS – Xero for SMEs.
A few months later I designed some die-cut business cards for Zoe in the shape of her logo.
If you want to work with me on your next logo and website design project, please contact me. Here’s what Zoe had to say about the project and her experience.
I had designed my website myself with a little help from a graphic designer friend. I now wanted to revamp my business and make a conscious re-launch to attract new clients.
My biggest concern was that my vision wouldn't materialise. I struggle with explaining how I can see something looking in my mind, so I needed someone that would ask the right questions and grasp a sense of me and my business... I spoke with him as well as 3-4 other designers and quickly realised that he was very honest and up-front... I was dreading it, but he actually made it enjoyable and gave me the buzz back that I needed when I could see my vision for my business coming to life..
Keith was upfront about how it all works, costings, timescales etc so there is a clear pathway to work towards. I would recommend using Keefomatic – no hesitation.
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