You may have noticed some changes in PF’s visuals lately.
The colours feel deeper. The layouts more structured. The imagery less about us and more about ideas, performance, outcomes.
This brand change isn’t cosmetic. It wasn’t that we felt like something new. This visual identity change is the natural result of something that has been happening behind the scenes for some time.
PF has changed.
And when a business genuinely changes, the brand has to catch up.
The Market Has Shifted: And So Have We
Over the last few years, the environment around marketing has altered dramatically.
AI has changed how content is created and how quickly it can be produced. Google’s updates have reshaped traffic patterns. AI search is now a major part of search results, alongside Google and other search engines. Organic visibility doesn’t behave the way it did five years ago. Paid advertising costs have gone up, alongside just about every other expense in your business. You’ve experienced some of this as an accounting firm owner: and you’re also feeling the pressure from your own clients, who are navigating this uncertainty in their industries as well.
And as we felt it within PF, we began to notice that what worked before wasn’t delivering in quite the same way.
The pace sped up: everyone wants everything faster (including marketing results). The stakes felt higher, because our clients were experiencing a roller coaster of change with their own clients. And the conversations we were having with accountants were becoming more focused on measurable return, performance clarity, and confidence in decision-making.
When these kinds of shifts happen, you begin to adjust as a business owner. You start making small changes in your services and your approach. When that works well, you make bigger shifts.
And before you know it, you find you’re revolutionising your business – in small ways.
Now, we’re building the performance marketing agency for ambitious accountants.
That statement sets a standard. It defines who we serve and how we serve them.
We partner with established accounting firm owners, typically 5–50 team members, six-figure revenues, who are ready to grow beyond their current level. Leaders who value strategic expertise, data, and long-term thinking. Firms that want marketing to contribute meaningfully to revenue, visibility, and confidence.
PF combines strategic creativity with measurable ROI.
That combination creates a world in which marketing becomes an energising, essential part of building a firm accountants are proud of.
These pieces sit at the heart of your accounting firm’s visual identity, because they guide how every design connects and feels familiar. Most importantly, they give your designers (or your team using Canva) a toolkit to create things that look professional, cohesive, and unmistakably you.
Foundations: What It Was — And Why Clients Loved It
For many years, your starting point was a series of in depth sessions called Foundations. You’d cover goals, brand, website, and marketing actions. The process usually took 2 to 3 months, and we dug deep into what you understand about your firm and clients.
Who did you love working with? What are your values? What services do you offer and at what pricing?
We asked big questions. We explored identity. It was a discovery-led process: thoughtful, paced.
And our clients loved it.
They’d find that it gave them clarity they hadn’t had before. They’d describe it as “marketing therapy”, and it gave them so much to think about. We came up with some fantastic brand direction, asset creation, and website changes as a result.
Foundations worked because it slowed things down. It made space for thinking.
But as the market accelerated, it became clear that discovery alone wasn’t enough. The research, the analytics, the measurable performance data – those elements needed to move to the front of the process, not sit slightly downstream.
Accountants don’t only need clarity about who you are, and who you serve: you need clarity about what is actually happening (or not happening) in your marketing. You need to know what your clients think, and are searching for. You need to understand who your competitors are, and what they’re doing, and how you can position yourself to help prospects see what you bring to the table.
This is true, researched marketing strategy: and it needed to happen as soon as possible at the start of our relationship with clients.
So we shifted.
Introducing the Gap Analysis: Research and Performance from Day One
Based on what we saw accountants needing now, we’ve reframed Foundations into a new service: The Gap Analysis.
It goes deeper, right from the beginning. We still hold sessions with you to understand your view on the firm – including your audience, services, and pricing. And then we consider positioning, client research, competitors, and identity.
You get your analytics reviewed and set up, right from the start. Our team installs or updates Google Analytics, Google My Business, Google Console, Clarity heat mapping, and a CRM if you have one. (If you don’t, we’ll help you set one up.) Together we review the numbers available, or establish a baseline for all future marketing efforts and changes.
From the deep dive sessions and research, you receive a full marketing strategy which includes:
- Client research
- Competitor research
- Market research
- Performance analytics
- Lead data
- Behaviour tracking
- Conversion analysis
You know not only what assets to create, but why they’re most likely to succeed, and the order or priority for each marketing action.
Best of all, it’s faster. Most Gap Analysis reports are delivered within 6 weeks. This means you head straight into implementation with the numbers informing each step of the way. And the new monthly Outsourced CMO service provides embedded strategic leadership along with consistent marketing implementation.
Creativity Hasn’t Disappeared: It Has Matured
The previous angle of being a creative agency meant we’ve been building brands, designing websites, and creating content for the past fifteen years. We’ve helped accountants express who they were with confidence and personality.
We still do all of those things: the difference now is what guides them.
Creativity is no longer the starting point. Research is. Design, marketing asset creation, development: it’s not driven by instinct alone but is informed by market insight. Content is created with performance in mind – with search engines and AI tools and SEO and search terms and buyer performance behaviour in mind.
Creativity hasn’t been replaced. It has been strengthened.
This shift in thinking has made a visual evolution necessary.
Why the Visual Identity Needed to Evolve
When we looked at who PF are today, we realised parts of our visual identity reflected an earlier chapter.
Our imagery had become heavily team-focused, showing collaborative moments, personality, and warmth. We still care about working with our clients as humans – and connecting with them on a personal level. But we have a core team of strategists, supported by over 25 trusted designers, developers, content writers, SEO experts, and more. Together we focus on client performance, measurable outcomes, and strategic clarity.
The visuals we use in our own marketing needed to reflect that shift in emphasis.
Some of our earlier brand elements, including the script typography, and paint splashes, were introduced to express creativity and curiosity. At the time, they felt expressive and different. But they were not reflecting the performance-driven work we were now doing.
That doesn’t mean they were wrong. They simply belonged to a different phase.
As our pricing matured and our positioning sharpened, the brand needed to communicate that level of seriousness and intention. So we paused and reviewed the brand we were today. We reviewed every touchpoint: the website, case studies, social media content, free resources, slide decks. We used the very skills we’ve used for fifteen years to help accountants with their brands: we checked in with the team, reviewed our clients and services, considered our mission and values.
Here’s how we approached the process:
Values that guide how we build
Our values were good qualities for good humans – but they needed refinement. In our efforts to reflect the speed at which we work and our focus on results, those values became sharper and more intentional:
- Experimentation
- Impact
- Creative space
- Care
- Decisiveness
These values guide our decisions, our work, and our partnerships. They create space for ideas while keeping results front and centre.
Finding our voice
Alongside our strategy, our tone of voice evolved too. The new PF voice is assured, clear, human, empowering, and curious.
We communicate with confidence and warmth. We explain without overcomplicating. We invite ambition. We ask better questions. We speak in a way that reflects strategic depth while remaining accessible and direct.
Language sets expectations. Ours now reflects the level of thinking and partnership our clients can expect.
Evolving the visual identity
With positioning, values, and voice aligned, our visual identity followed.
We introduced Deep Teal into the colour palette. It brings maturity, sophistication, strength, reliability, and strategic depth, while creating a stronger contrast across our brand.
Alongside it, we kept our signature colours:
- PF Green – refreshing, trustworthy, innovative, calming
- PF Yellow – creative, optimistic, energising, empowering
We also refined our typography and brand elements.
The script font and paint splashes that once expressed creativity gave way to more solid, structured design elements. We introduced framing devices that bring consistency and balance to our layouts. These elements create hierarchy, guide the eye, and establish a confident rhythm across touchpoints.
A new pattern adds personality and flair to backgrounds in a more refined, sophisticated way. It expresses creativity with intention and control. The result feels strategic, composed, and distinctly PF.
Rethinking imagery
Our imagery guidelines were redesigned with equal care. In the past, our brand leaned heavily on team photography: moments of laughter, collaboration, and in-person energy. Those images captured warmth and personality. As the business evolved, our focus expanded.
Today, our imagery supports a more strategic narrative. We still show personality and people where it adds depth. At the same time, we incorporate more conceptual visuals – some stock, some original – that reflect ideas, performance, momentum, and measurable growth.
This approach allows greater flexibility. It keeps the brand current as the team evolves. It shifts the spotlight toward client outcomes and the measurable impact of our work.
The overall effect is cohesive and intentional. Structured, yet creative. Professional, yet human.
Our brand now reflects the ambition of the firms we partner with – and the level of performance we help them achieve.
What This Means for You
If you’ve followed PF for years, you may not have noticed how much has changed – first beneath the surface, and now above it. But you’re beginning to see it in our brand visuals.
Now you know why. We’re more data-led, more decisive in marketing decisions, more performance-focused in how we measure success. More thoughtful in how we integrate AI. And still with the same level of collaboration as we help you understand and use your own analytics.
We are more strategic than ever. Still creative. Still human.
The evolution of our visual identity simply makes that shift visible.
Where to Begin
For accountants serious about understanding how your marketing is truly performing, and building from a position of research-backed clarity, the Gap Analysis is the best place to begin.
There are three levels available, but the highest level (3) gives you:
- A measurable baseline
- Clear performance insight
- Competitor and market perspective
- Strategic direction
- Defined next steps
It moves you from assumption to evidence.
You can start by completing the discovery form and telling us about your firm – what’s working, what isn’t, and what you’d like to see change in your own firm.
After all, your firm has been changing too. Whether you need a visual reflection of that change, or new assets to share with prospects and clients, or even an entirely new audience to focus on, you understand what it means to change the way you share who you are: because you’re not who you used to be. None of us are.
That’s a positive thing: we’re all continually adapting to the changes we feel every day. And we have the capability to help you strengthen those so you get the results you need.
We look forward to reviewing your marketing data and the humanity of your team, services, and clients.