The existing brand identity of Practical, an accounting firm based in Amsterdam, no longer resonated with the caliber of clients they served or aimed to attract.
They sought a transformation towards a more premium, exclusive, and excellent image, reflective of their high-quality services.
With their brand reputation growing and their clientele comprising top-tier professionals, Practical recognised the necessity for a brand identity that exuded sophistication and professionalism.

To address this challenge, I conceptualised a logo comprising eight interconnected P's, symbolising safety, connections, stability, and network — a visual representation of Practical's values and aspirations.
Complementing the logo, the website is characterised by minimalism, tranquility, and efficient organisation, mirroring the essence of the brand. Each service offered by Practical was intricately linked to a specific feeling or concept, with corresponding photography evoking transparency, loyalty, partnership, precision, and attention to detail.
After the launch, Practical not only achieved alignment between their brand identity and clientele but also attracted desired clients of the perfect scale and nature. Following the success of the rebranding, Practical engaged me for another project — developing a website for their sub-brand, Practical Life, which is currently underway.