Manrkē
Redefining the CPA Firm Brand
Manrkē is a global professional CPA firm that stands out in the industry with its energetic yet professional approach. The company sought to create a brand identity that would reflect their unique personality while maintaining the trustworthiness expected in the financial sector. This project aimed to develop a brand language that would position Manrkē as a pioneer in a traditionally conservative industry.
Created the brand system from scratch, including logo, typography, color, and design guidelines.
Balanced trust and professionalism with a bold, modern identity that repositioned the firm as both credible and forward-thinking.
I led the end-to-end development of their visual identity, a global CPA firm seeking to differentiate in a conservative industry.
SITUATION
Initial Findings
A Conservative Industry in Need of a Refresh
Manrkē entered the financial sector with a goal to disrupt the visual status quo. While most CPA firms relied on traditional and reserved identities, Manrkē wanted to project intellect and professionalism with a modern, energetic edge.
Visual Identity Gap
The firm needed to build trust with high-value clients while also appealing to startups and global ventures. There was no existing brand presence, and the visual direction had to reflect both premium service and unique personality.
How Might We
Create a brand identity that reflects intellect, trust, and modernity?
Signal confidence and approachability without compromising credibility?
Position Manrkē as a forward-thinking leader in a traditionally conservative space?
TASK
What We Had to Solve
Design a Brand that Balances Trust and Freshness
The challenge was to create a brand identity that would break from outdated aesthetics without alienating clients seeking professionalism. The identity had to look credible in boardrooms yet flexible for digital platforms and growing markets.
Differentiate in a Crowded Market
Our task was to identify where Manrkē could stand out, not just visually, but emotionally. We aimed to build a system that could evolve with the brand as it scaled across industries and geographies.
ACTIONS
How We Tackled It
01
Benchmarking the Industry
Analyzed branding and messaging from four leading CPA firms to understand patterns in visual tone, typography, and trust signals. Evaluated design choices through the lens of client perception, usability, and strategic alignment.
02
Exploring Visual Possibilities
Sketched and prototyped multiple logo directions and graphic systems to capture both credibility and character. Moodboards tested combinations of color, type, and imagery to ensure the final direction aligned with Manrkē’s values.
03
Designing the Identity System
Created a minimalist logo with clean geometry and refined typography to convey structure, intelligence, and modernity. Selected a color palette that balanced calm authority with subtle warmth, paired with flexible grid systems and scalable iconography.
04
Building the Brand Guidelines
Documented typography, spacing rules, visual hierarchy, and application scenarios across digital and print. Guidelines were designed for internal and external use to ensure cohesion as the brand scaled.
Result
The Outcome
Launched a Distinctive, Professional Brand
Positioned Manrkē as a Market Standout
Built a Scalable, Cohesive Brand System
REFLECTION
What I Learned
Branding as a Strategic Tool
This project deepened my understanding of how visual design can challenge expectations and open new markets — even in conservative industries.
Designing for dual perception — traditional and progressive — is a delicate balance that starts with research and empathy.
Collaboration Creates Clarity
Close communication with the Manrkē team helped translate their abstract goals into tangible, visual language. I learned that strong brands aren’t just designed, they’re co-created with those who believe in the mission.
