Abacus Business Solutions

STUDIO:  Ascender Design
DESIGNER(S):  Julie de Paoli
CLIENT:  Abacus

For a bookkeeping business to stand out in what is a typically conservative sector, being bold is key. We broke conventions and created an overarching brand – Abacus Business Solutions – which communicated the strategic consulting this company offers beyond basic bookkeeping, without alienating core customers. Bringing all this to life – and setting Abacus aside from its competition – was the ‘visual mathematics’ of our imagery, based on formulae and grids.

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