Building better financial reach, trust, & wealth. Building it with a brand statement.
Kroon and Mitchell offers the only Certified Public Accounts and Chartered Financial Analyst in the Grand Rapids area. What they understand better than anyone else is that your investments strategy start with a strong tax strategy. That’s straight to the point and a huge differentiator. And a perfect reason to rebrand.
When working on this project we explored Kroon and Mitchell’s key offerings, conducted interviews with their customers and clients, and modeled a look based on a few key principals: ethos, pathos, and appeal.
Ethos: we determined the brand stood for integrity, authenticity, and reliable.
Pathos: we want people to feel confident, assured, and open.
Appeal: We want a solid mark that’s easy to identify, applicable anywhere and encapsulates our ethos and pathos.
