The objective was to modernise the brand while maintaining professionalism and trust, with a more approachable and visually engaging identity. A refined logo paired with a soft serif typeface brought warmth and friendliness to the brand, while a fresh palette of greens and teals added a sense of clarity, calm, and credibility. Custom illustrations were introduced to add personality and create a stronger emotional connection with the audience. The result is a cohesive, approachable brand system that balances professional and friendly—designed to resonate with small business owners and help Clear Books stand out in a competitive space.