Accounting Aid Society

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Since 1972, the Accounting Aid Society has provided tax preparation and financial capability services for hundreds of thousands of SE Michigan residents. Accounting Aid Society knew they needed branding and marketing communications help. Through a grant from the McGregor Foundation, AAS selected Who’s That? & The Utmost Group to lead a research and strategy process to discover the truth of the Accounting Aid Society brand, which was far more emotional than their leadership and board understood.

Based on the approved brand strategy, we crafted a new geometric sans logotype. This highly legible and contemporary typeface modernizes the Accounting Aid Society brand image, projecting an engaging authenticity. Navy and electric blue build trust and character, while custom icons and friendly accent colors work together to clarify and lead visitors to the appropriate service area. We solidified their brand system with new stationery, print templates, email and social media graphics, as well as a new website rebuild.

www.accountingaidsociety.org