Contributed by Mike Spakowski of St. Louis-based Atomicdust.
Anders is a growing St. Louis-based CPA and business advisory firm that serves privately held companies and high-net-worth individuals. Atomicdust was hired to modernize their brand with a visual identity that could speak to several different client groups.
The challenge? Practically every accounting firm offers the same services and uses the same language to describe themselves. It’s a crowded, competitive field, and companies traditionally struggle to stand out. We knew that the Anders difference was the high level of expertise they bring to every engagement. The brand needed a sophisticated, focused identity that spoke to that expertise.
We created a modern logo based on the “A” in Anders, using its angles and lines throughout the identity materials — like folders, stationery, and proposal templates — for clarity and consistency.
We recommended simplifying the firm’s name to Anders (formerly Anders Minkler & Diehl) and created a new tagline — “Always On” — a reference to the firm’s commitment to helping clients make the most of their money. It’s also a nod to how their clients think: as business owners, they’re essentially workaholics. Always working, always thinking about what’s next for their businesses.
We also designed the new Anders website, which is bright and bold to buck the expectations about what a financial advising site should look like.
We populated blog content across the site to ensure fresh content was always available, and pumped up the firm bios to demonstrate the expertise of their industry and service teams. We took new photos of every employee, replacing the previous static studio shots, which gave the firm a more approachable and personable feel.
The new visual identity is a more accurate representation of the Anders culture: professional, authoritative, and always in motion.