Rebrand for an established Norfolk accountancy practice

From Steve Pye & Co to Clarity Counts.

Challenge: Steve Pye & Co had built a strong reputation for trusted advice, personal service and long-standing client relationships. However, the business had evolved beyond the individual whose name it carried.

Under new ownership and with a growing team, the existing identity no longer reflected the collective expertise, progressive outlook or ambition of the practice. The brand needed to move forward without losing the warmth, trust and local connection its clients valued.

The challenge was to create something completely new: a distinctive name and visual identity, supported by clearer messaging, a new website and a social media strategy. Together, these needed to position the practice as modern and forward-thinking while making accountancy feel more approachable and human.

Solution: We began by defining what made the firm different: experienced financial advice combined with genuine care for their clients.

This led to the name Clarity Counts. Bringing together two familiar accountancy terms, it communicates the firm’s purpose while creating a memorable platform for the brand and its central message: ‘Financial clarity you can count on.’

We developed a bold visual identity built around an arrow-shaped mark representing progress, guidance and support. A modern typeface, vibrant colour palette and flexible graphic system give the brand energy and confidence, helping it stand apart from more traditional accountancy practices.

Natural, people-focused photography adds warmth and personality, while the brand guidelines define the firm’s positioning, values, messaging and tone of voice.