Acru
Acru is an accounting firm that builds customized solutions to instill confidence and help their clients achieve — accurate accounting, financial reporting, taxes, and data analytics. I created a brand identity and website to give Acru a visual competitive advantage in the market that focused on their brands foundational DNA.
Role: Branding & Design
Identity
In the kickoff I worked with the team to identify key objectives that needed to be incorporated into their identity. The logo and design needed to reflect the quality and results Acru brings their clients.
A clean, wordmark design was created that reflects to financials of accruing income. To reflect the idea of adding and creating a whole successful business. The detached element of the “u” visually represents the team at Acru being the key players to helping their clients achieve all their business goals in full.
To attract a new generation of businesses owners and to set Acru apart from its competitors—graphic elements and a bold color palette were developed for the branding.
It’s all about color and the symbolism that ties back to the Brands DNA to leave a memorable impact.
When analyzing Acru’s top competitors in the market, three consistent colors were constant navy blues, lime green, and greys. To bring a bold color statement, I incorporated the golden orange into the identity. Golden orange symbolically reflects the creativity of the team. The evergreen green reflects growth and wealth, accompanied by white for purity and black for sophistication.
Incorporating these colors with the graphic elements give the brand a fun, youthful aesthetic. Each element represents the number of skills, team members, and working ingredients needed to achieve company success at Acru.
