From Invisible to Illuminating
+86%
in project revenue
+65%
monthly recurring revenue in year one
+100%
conversion rate
The Challenge
From Word of Mouth to a Scalable Brand
Andrew launched his accounting firm, Xlon, in 2022 with no website, no brand identity, and little online presence—relying only on referrals. That was enough at first, but he wanted to scale, build a team, and focus exclusively on serving trade businesses.
To do that, he needed a strategic foundation, a brand that reflected his vision, and a digital presence to attract and retain the right clients.
The Strategy
Building Strong Foundations
Through in-depth strategy, we defined the pillars of the business:
- Goals: Empower clients in business and personal growth, while driving Lightbeam’s revenue, team, and operations forward
- Ideal Clients: Established tradies with 5+ employees and $2M+ turnover
- Brand Values: Growth, energy, simplicity, and excellence
- Tone of Voice: Relatable, engaging, motivating, and confident
- Value Proposition: Helping trade businesses simplify finances and grow with confidence through clear advice and ongoing support
- Differentiation: Acting as both teacher and guide, translating finance into plain language so clients feel informed and confident
This strategic clarity set the stage for a complete brand transformation.
“The team at PF have helped educate me through the Accelerator coaching group. We also had a number of sessions where we dug deep to clarify my goals and provided great guidance and support. We have regular scheduled calls, which is great accountability for me.”
– Andrew McVinish, Founder, Lightbeam
The Name
From Xlon to LIGHTBEAM
“Xlon” lacked meaning and connection. We needed a name that embodied guidance, clarity, and strength.
BEAM represented both a guiding light and structural strength. But we faced some trademarking issues.
Adding LIGHT amplified the metaphor, creating LIGHTBEAM: a focused projection of energy, clarity, and intent.
Together, Lightbeam reflects a firm that shines a light on opportunities for tradie businesses — through education, support, and strategic guidance.
The Visual Identity
A simple yet bold design that shines
The brand strategy and new name came to life through a strong and approachable visual identity:
- Logo: A hidden spark in the negative space of B and E symbolises guidance and financial clarity.
- Typography: Bold, all-caps type conveys stability and structure.
- Brand Mark: The “BE” brand mark embodies action, growth, and transformation, unlocking creative marketing opportunities.
Colour Palette
The palette was inspired by both the trade industry and the concept of illumination. Accounting can feel like moving through a dark night — uncertain and overwhelming. Lightbeam’s colours were designed to flip that experience. The vibrant yellow acts as a beacon, a source of energy and direction, while grounded neutrals (charcoal, asphalt, concrete, and white) bring balance and clarity. Together, they symbolise Lightbeam’s role as a steady guide: shining a light on your financial goals.
Turning Presence into Performance
The site positions Lightbeam as the go-to partner for tradies:
- Design: Dark mode with Hi-Vis yellow accents reinforces the “guiding light” concept. It is clean, modern, and instantly memorable
- Content: Jargon-free, straightforward copy speaks directly to tradies, breaking down financial complexity into simple, actionable advice
- User Journey: A streamlined structure takes visitors from learning about Lightbeam to booking a call in just a few clicks, making the site a true lead generator
The Impact
From Clarity to Growth
- Maintained a 100% conversion rate with new leads
- 86% increase in project revenue
- Boosted recurring revenue by 65% in year one
- Tripled business advisory clients
- 67% increase in tradie business clients
- Gained confidence to raise prices and niche down
- Streamlined internal systems, ensuring a seamless client journey
- Built a strong digital presence that consistently attracts ideal clients
“I’ve signed more clients in my new niche of working with tradies. Now we have those foundations, we are moving to the next level, which is consistently producing content, and signing more of those niche clients.
If you are an accountant or bookkeeper who runs your own firm, PF is the absolute, very best investment you will make in the marketing of your firm.”
– Andrew McVinish, Founder, Lightbeam
The Takeaway
Lightbeam’s story shows how a strategic brand transformation can redefine an accounting business. By aligning vision, values, and audience through close collaboration, Andrew and the PF team turned an invisible firm into a confident, illuminating brand built to grow with purpose. It’s a reminder that the best results come when strategy and creativity work together, side by side.