Creating an Accounting Brand Clients Hunt Down
$17k/year
new client secured within 4 months after launch
+4%
revenue growth, exceeding annual goals
+5%
increase in client base after rebrand
The Challenge
From Generic Identity to Strategic Asset
Jonathan and Meghan, owners of Godwin & Associates CPA, knew who they were: strategic, intuitive, and loyal. But their brand didn’t reflect that.
It looked and sounded like every other accounting firm: formall, cold and generic.
They needed a brand that was an asset: valuable, transferable, and representative of their identity. One that would connect with lifestyle business owners who are curious, values-driven, and ambitious.
The Strategy
Defining the Secret Sauce
Through our foundational strategy sessions, we uncovered what made them different and built their brand around it. Together we:
- Clarified their core values: Candor. Grit. Storytelling. Hope. Defining how they show up for clients and each other.
- Found their ideal audience: Narrowed down from a broad niche to one that fit them best: creative, service-based, fashion & beauty, and hospitality businesses.
- Defined their tone of voice: Pragmatic. Expressive. Casual. Confident. Making their communication sharp, no fluff, no BS, yet relatable.
- Mapped their brand personality: Jonathan brings calm, warmth, and optimism. Meghan brings edginess, truth, and directness. This duality became their secret sauce.
- Positioned them uniquely: Real-talk advisors blending emotional intelligence with sharp strategy.
This strategic clarity shaped their brand, website, SEO, and lead generation and attracted clients aligned with their grit, candor, and heart.
“One of the most valuable parts of our meetings with PF focuses on our clients’ pain points and how we work to address them. I think any marketing company
needs to know that before they can tell you how to find your ideal client.”
– Jonathan Godwin,
Founder, Follow the Wolf
The Name
Follow the Wolf
“Godwin & Associates CPA” could have belonged to any accounting firm. It didn’t hint at grit, candour, loyalty and straight-talking style.
We set out to find a name that would be:
→ bold enough to turn heads
→ meaningful enough to carry their values
→ unexpected enough to stick in people’s minds
We landed on: Follow The Wolf.
Why it works:
“Follow” → soft, inviting, collaborative and guiding.
“The Wolf” → strong, loyal, strategic and fiercely protective.
Together → a metaphor for leadership, community and intuition.
This name positions them as bold leaders in an industry often defined by sameness. It invites clients to follow a new kind of advisor—one who leads with head and heart.
The Visual Identity
Where Strategy Meets Style
We transformed their strategy into a rich, layered visual system.
Visually, the brand balances sharpness with approachability. Bold enough to stand apart, warm enough to connect.
Motion graphics added energy and storytelling, bringing emotion to an often static space.
“PF brought a new level of life to our firm and our identity.”
– Jonathan Godwin,
Founder, Follow the Wolf
Human, Clear, Bold
The site was designed to mirror the client experience: modern, intuitive and unmistakably direct.
- Headlines like “We’re not your grandpa’s accounting firm” set the tone – they aren’t like every other firm.
- A How We Work guide makes the process transparent.
- Video introductions from Jonathan build trust.
- Service pages and CTAs are written in the same voice clients hear in real life: sharp, confident, and approachable.
The Impact
The transformation was clear:
- Increased client base by 5%
- Exceeded revenue goal by 4%
- Secured a $17,000/year client
- Attracted more values-aligned lifestyle business owners
- Aligned their team around a shared identity and clear message
- Smoothest tax season thanks to strategy and aligned internal systems
- Created a strategic, story-driven brand that stands out in the accounting industry
The Result
A brand that throws the typical, buttoned-up accounting stereotype out the window and goes full wolf mode. Sharp, strategic, fiercely loyal, and unapologetically human.
Best of all, this new brand didn’t remake Jonathan and Meghan, or their team.
It takes all the skill, experience, empathy, and unique qualities of these accountants and translates it into a visual representation of who they truly are.