Local towns are about relationships, and businesses thrive when they put people first.

That’s never more true than with accounting and advisory firms. Much more than just tax, local accountants provide advisory based on relationships spanning generations.

Business advice, investment structures, superannuation and retirement—the work of Counted was woven through the lives of its community. Our job was to communicate those core human dimensions, while cementing Counted’s place as the premier advisory firm in town.

After a deep briefing handled delicately during a time of merger transition, first came the name—Counted. Originating in a client idea, our brand team tested and articulated the very conceptual name. The core concept execution—With us, you’re counted—explained the name and centred the client in the brand story. Secondary straplines like Your money matters further developed the strong moral dimension to the brand’s work planning people’s wealth and lives.

The visual brand used refined typography and an earthy, modern take on traditional financial colour palettes to communicate sophistication, trust, and the premier market position of the brand. Refined line elements affirmed a touch of luxury alongside the human messaging—a very powerful combination for matters of wealth and family.

The website centred on human stories, with clients interviewed and case studies developed that reflected the decades of work and warmth from Counted’s team, always tying into the firm’s service areas.

Bespoke photography and video with distinct local elements emphasises regional industries and genuine characters from the town. Hero videos developed from the brand story further spoke to the importance of trust in Counted’s worldview. Brandmark animations added a subtle dynamism to the refined, human experience online.

Marketing activation included campaigns in local media, obligatory client letters becoming personal points of connection, and experiential activation in newly refurbished offices.