Summit Accounting & Tax

Small business ownership comes with unexpected twists and turns. Andrea Kuro can speak from firsthand experience.

After working with a business identity that felt “safe” but not “her” for years, Andrea decided to hire Instinct to make the business brand and website feel less like every accounting firm out there, and bring her own personality through.

The problems:

• How do we make an accounting website feel comfortable, and not remind people of the stress and drudgery that gets associated with small business bookkeeping?

• How do we make an engaging social media presence for an accounting firm?

• How do we attract our ideal clients?

We realized that we needed a complete overhaul, that would make the brand feel more like a warm, welcoming financial wellness space, and less “corporate”. The old website looked very similar to local competitors, and we wanted to create differentiation, as well as making the whole thing feel cozy.

How did we get there? Let’s start with the color scheme.

Inspired by the “Summit” name, we decided to pull a color scheme reminiscent of alpenglow - that magical way the mountains light up as the sun is setting. Andrea and I bonded over the fact that we both learned to ski in our 30s (we still need to get out there together!) so I know the mountains are near and dear to her heart.

While most accounting and finance-related businesses use blue prominently because of its connotations with the feeling of trust in color psychology, we wanted to make this feel more warm and inviting. We still use blue tones, but they feature as an accent to the warmer primary colors in the brand.