Discovery
Gonzalez & Gonzalez, Inc. is a professional accounting, tax & consulting corporation. Their target audience consists of small to medium-sized business owners and entrepreneurs. The Company takes a proactive approach to business development by building partnerships on mutual interest and a solid foundation of expertise.

Motivation
Accountants are put in the precarious position of having one chance to earn a client’s trust. The Company used the keywords trust worthy, unique and innovative to describe their new brand. The new image had to appear highly professional. G&G has such a broad range of services that meeting all their goals presented a unique challenge. Prior to Medium Sized Monster's involvement, the G&G website was forged from an unsatisfactory, cookie-cutter template.

Approach & Implementation
We found that many accounting and business development firms, at the time, had very neutral colors. Often times, the print collateral was reminiscent of a law office. Typefaces were almost always drab, serif fonts- wise and trustworthy maybe, but definitely boring. In developing the G&G logo, we used a slight serif font that was fresh enough to separate the company from the pack while still retaining a sage appearance. A compass was used as the company’s icon to symbolize guidance, reliability, consistency and stability.

While the Company’s official colors became shades of blue, the web allowed for a more flexible display of the brand. We felt that a bright green would set the company apart while still keeping it in the accounting ballpark. After all, green is the color of money, and as such, was ultimately adopted after online testing and surveys. Strong black and white photography was used throughout the website to keep the traditional and professional feel the Company was after.

The main goal of the new website is to market the Company’s services. G&G is a service-based company. Bringing new clients through the door is crucial to success of their business plan. A live support chat system and a multi-lingual interface are amongst the planned enhancements for the website.

Business cards and brochures followed the new branding scheme to complete the re-brand.

Feedback
"Accountants are repeatedly put in the precarious situation of having only one chance to earn a client's trust. Medium Sized Monster has met the high standards set by our firm and elevated the bar for other companies of their kind. Most importantly, MSM has created a brand for our firm that effectively positions us for our target and clearly differentiates us from the rest. We are proud to be their client."

Hugo Gonzalez
Managing Partner, Gonzalez & Gonzalez, Inc.

Reference
- Gonzalez & Gonzalez Website