Project name
flinder
outsourced accounting services delivering a smart finance function that provides you with efficiency, control, and insight to scale your business successfully.
The brief
The brand felt outdated and no longer fully represented its evolving market position. The founders wanted a fresh, technology-driven, data-focused image that positioned them as a creative and disruptive thought leader.
However, they were keen to retain the butterfly as a key element of the brand, given its symbolic ties to transformation and the Dutch word "flinder" meaning butterfly. They were also keen to keep the existing font and teal colour used.
This was my biggest project to date, flinder were already well established in their field, they had something to lose. It was a big project to get right.
However, they were keen to retain the butterfly as a key element of the brand, given its symbolic ties to transformation and the Dutch word "flinder" meaning butterfly. They were also keen to keep the existing font and teal colour used.
This was my biggest project to date, flinder were already well established in their field, they had something to lose. It was a big project to get right.
Original logo
The solution
Our design process involved close collaboration with an external marketing agency, ensuring that all creative decisions aligned with the brand strategy and with the broader marketing strategies. We designed a visual identity that was not only clean and elegant on the surface but deeply rooted in purpose and meaning.
The butterfly design uses golden ratio circles to create a balance between simplicity and complexity. To reflect the brand’s bold and rebellious personality, we extended the traditional boundaries of logo design, incorporating a vibrant, multi-colour palette. These bright, confident colours became key to expressing the playful and innovative spirit of the brand.
We set out to modernise and simplify the butterfly, creating a distinctive mark that would embody both the brand’s tech-savvy and data-centric approach. Inspired by the precision and logic of data, using this strategy to inform, we based our design on the mathematical principles of the golden ratio and Fibonacci sequence, which reflect the natural symmetry of a butterfly.
The butterfly design uses golden ratio circles to create a balance between simplicity and complexity. To reflect the brand’s bold and rebellious personality, we extended the traditional boundaries of logo design, incorporating a vibrant, multi-colour palette. These bright, confident colours became key to expressing the playful and innovative spirit of the brand.
We set out to modernise and simplify the butterfly, creating a distinctive mark that would embody both the brand’s tech-savvy and data-centric approach. Inspired by the precision and logic of data, using this strategy to inform, we based our design on the mathematical principles of the golden ratio and Fibonacci sequence, which reflect the natural symmetry of a butterfly.
The Result
The rebrand was met with an overwhelmingly positive response, both internally and externally. The new visual identity effectively communicated the brand’s position as a tech-savvy, data-driven disruptor. The use of the butterfly mark, grounded in mathematical principles, became a point of pride for the company, symbolising transformation and growth.
Over the past three years, the brand has continued to evolve while maintaining its consistency across all platforms. The vibrant colour palette and modern design have allowed the brand to stand out in the accountancy space, and the ongoing collaboration with the marketing company has ensured that both the creative and strategic sides remain in sync.
Over the past three years, the brand has continued to evolve while maintaining its consistency across all platforms. The vibrant colour palette and modern design have allowed the brand to stand out in the accountancy space, and the ongoing collaboration with the marketing company has ensured that both the creative and strategic sides remain in sync.
Ongoing Development
For the past four years, I’ve continued to evolve and refine the brand, working on everything from re-designing the website and all website graphics, decks, whitepapers, social media and marketing materials. This long-term development has allowed the brand to stay fresh and relevant, while maintaining a consistent and cohesive identity across all platforms. Throughout this time, I’ve leveraged data and user feedback to make informed design updates, ensuring the brand continues to resonate with its target audience and grow with the business.
I have also, using the brand design and strategy in place, designed multiple sub-brands: Working with them to create and establish 2 podcasts, it's own data analytics web app and an annual thought-leader conference workshop event in the French alps, each with it's own sub-brand design and merchandise 'swag'.
I have also, using the brand design and strategy in place, designed multiple sub-brands: Working with them to create and establish 2 podcasts, it's own data analytics web app and an annual thought-leader conference workshop event in the French alps, each with it's own sub-brand design and merchandise 'swag'.
Anatomy of the flinder butterfly logo mark
Testimonials
What our awesome past clients think of us.
"
Michael thoroughly immersed himself in our business to truly understand the brand's essence, resulting in designs that truly represent who we are. No detail was overlooked in his process, and we have designs that are just as functional as they are beautiful. his ability to blend aesthetic appeal with deep brand understanding was something that really stood out.
Alastair
CEO, flinder
Testimonials
What our awesome past clients think of us.
"
Braeface are just like an extension to our internal team. We've been working with them now for nearly 3 years and can always rely on them to deliver. Most importantly for me, Michael is someone I can trust and is such a joy to work with every week. Everything he works on is delivered at the highest level, and we have no hesitation in recommending him to other founders.
Amelia
Founders
View all case studies
Get in touch
Let's see if we're a right fit to help you on your business journey.