FreshBooks Logo. A blue FreshBooks logo paired with simple line-art plants on a cream background.

Freshbooks

How do we communicate the quality of Freshbooks offerings and make it everyone’s first choice?

Freshbooks is an accounting software that helps small & solo business owners. As a not-so-big business ourselves, we understand that staying independent, perfecting your craft, and keeping clients happy, all while paying the bills on time, can feel herculean. We also know that the subtle art of managing oneself every day is the quiet challenge of every business owner.

We partnered with the Freshbooks team to work through these questions & truths, through many conversations and employee workshops. The outcome was a brand narrative that was based on the journey of growth. Using in-depth identity work, we defined their brand purpose in ways that unlocked growth and reasons to be chosen in a competitive marketplace.

Mobile Feature article on IT'S NICE THAT. A mobile preview of the FreshBooks homepage with the “Accounting Doesn’t Have to Be Your Enemy” headline.
Illustrated Landscape. A playful scene of rounded trees and sun shapes outlined in black with green and yellow fills.
Blue Poster. A bright blue FreshBooks ad with bold white headlines and decorative line-art accents.
FreshBooks Homepage Hero. A web hero section with large blue typography and whimsical line illustrations framing the content.
Email Graphic. A FreshBooks email header featuring a hand-drawn illustration and the line “Wondering where all that time went?”

Clearing Things Up

The existing Freshbooks brand identity was clunky and the message was muddled. Our solution: build an identity rooted in clarity and all about breakthrough. We led with straight forward headlines and hyper simple illustrations.

Social Posts. A set of social graphics mixing illustrations, bold quotes, and seasonal messages in FreshBooks’ bright palette.
Billboard. A FreshBooks billboard combining character illustration, growth-focused messaging, and a product dashboard.

Focus on the Personal

In an industry that is traditionally very business forward, we wanted to make the intentional pivot to being people forward. Shifting the focus to more human centered storytelling helped Freshbooks start standing for something different in a saturated market.

Office Mural. A large blue-and-white mural of a stylized character wearing a FreshBooks badge displayed inside the office.

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