CleanSlate Financial Services

Meet the client

CleanSlate Finance, founded by accounting specialist Dave who focuses on building long-term client relationships and providing the financial oversight many companies lack. Dave specializes in proactive accounting services to help business owners stay on top of their financial health and make informed decisions.

Challenges

Dave approached Stump & Root for a new website to showcase his services. While he had a logo, it needed updating to better align with his brand and the website launch. He struggled to clearly articulate his offerings and needed a unified verbal and visual identity, along with fresh, professional photos to complement the brand’s updated look.

Our Process

We began with a discovery call where Dave shared his story and why he became an accounting specialist. This conversation informed the brand story, messaging, and visual identity. The logo and design stemmed from the story and messaging behind the business. We developed thoughtful questions to better understand Dave’s business and vision. This long but helpful call allowed us to begin the branding and design work.

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Brand Story & Messaging

Our process starts with research to understand the industry and target audience, followed by creating a detailed dream client avatar. Knowing who we're speaking to is key for effective website copy. The tagline, "Protecting Profits, Nurturing Growth," clearly communicates what Dave does. We crafted a brand story that highlights Dave’s expertise—he offers more than just "accounting"; he helps businesses safeguard finances and foster growth through precise accounting and diverse services.

Logo & Design

We started with an icon that was distinctive, memorable, and timeless. We incorporated a book to reflect Dave’s expertise in accounting and added triangles for strength—symbolizing financial growth. The upward triangle and arrow represent the progression of his services.

Since Dave preferred blue, we used shades of blue to reflect trust and his personal style. For typography, we chose a hybrid font—combining serif (wisdom) and sans serif (modern, approachable) to create a playful yet strong logo that aligns with Dave’s brand values of reliability and growth.