Objective

To establish a new and compelling brand identity for Onyx CPA Group, reflecting its new ownership and refined focus on high-earning tech executives and service-based business owners with substantial revenue.

Approach

Our design ethos was to embody sleek modernity with a touch of warmth, balancing premium service appeal with approachable elegance. Recognizing the importance of diversity as a black-owned, female-led firm, we aimed to integrate this core attribute into the brand's visual narrative.

Visual Elements

Logo Suite: A sophisticated monogram for 'O' in Onyx, hinting at the namesake onyx stone, set against a black base to honor the firm's namesake while incorporating a palette of neutral browns to soften and add warmth.
Color Palette: Transitioned from a green-dominated palette to a more premium combination of blacks and browns, moving away from the earthy tones to match the firm's upscale positioning.
Typography: Selected 'Reclife Display', a serif font that exudes timelessness and authority, complementing the modern and distinguished aesthetic.
Materials Redesign: Refreshed welcome packages, brochures, and business cards to align with the new branding, each piece crafted to make a statement of excellence.
Website: We used Squarespace for its seamless integration capabilities, transitioning from the existing Selwyn platform to a refreshed Onyx CPA Group site that speaks to the brand's growth and future.

Outcome

The Onyx CPA Group now boasts a brand identity that speaks to both its heritage and future, with a clear, strong voice in the competitive financial advisory landscape. The new visual elements resonate with the target audience, offering a brand experience that is both premium and personal.