Wright Accounting & Tax Services

Wright Accounting & Tax Service is a professional firm that specializes in accounting and tax services for individuals, small businesses, and corporations. The company is dedicated to helping clients optimize their tax returns and offers services that ensure zero vendor fees.

The branding brief emphasized the need for a strong,
an accounting-focused identity that conveys the company's expertise and confidence in maximizing tax returns and providing comprehensive bookkeeping services.

Brand Challenges

As part of the initial client questionnaire, I ask for any specific considerations that should be considered before starting the design process. Wright Accounting & Tax Services (WATS) emphasized that the final design should convey an "approved" perspective. Having this insight early on allowed me to focus on the most relevant design directions, avoiding unnecessary exploration of options that wouldn't align with their goals.

Through my research, I discovered that many of WATS's competitors use customized typefaces, or logotypes, as their primary logos.

Before diving into ideation, I always revisit the brief multiple times to ensure I haven't missed any key details—especially important nouns and adjectives. In this case, words like "approved" stood out, suggesting associations with credit card approvals or loan approvals. This led me to explore the concept of combining a checkmark with the letter "W" in the design.