InSite CPAs: Where Vision Meets Clarity
InSite CPAs: Where Vision Meets Clarity
Services
Brand Strategy
Verbal Identity
Visual Identity
Website
Brand Strategy
Verbal Identity
Visual Identity
Website
My role
Lead Brand Strategist & Designer
Lead Brand Strategist & Designer
Industry
Accounting
Accounting
Location
United States
United States
The Challenge
Letting go of the old
Randy and Wanda thought they just needed a website content refresh. They loved their logo and brand. But the team didn’t feel connected to it, and clients weren’t seeing the full heart, smarts, and ambition behind the firm. The brand was holding them back.
They had some hesitation about the rebrand. But with time (and strategic conversations, some laughter, and probably a few metaphorical therapy sessions), we got there.
Randy and Wanda thought they just needed a website content refresh. They loved their logo and brand. But the team didn’t feel connected to it, and clients weren’t seeing the full heart, smarts, and ambition behind the firm. The brand was holding them back.
They had some hesitation about the rebrand. But with time (and strategic conversations, some laughter, and probably a few metaphorical therapy sessions), we got there.
“Change is very hard for me. I was attached to our old logo. But we are all more in love with our new brand than we were with the old. Something we didn't think would be possible. To me, this is the best end product that we’ve ever had.”
- Randy Renninger,
Co-Founder, InSite CPAs
Approach
Build trust first, then a brand
Before touching a single colour or font, I listened. I learned their story, their goals, their best-fit clients, and what makes them different. Those conversations shaped everything that followed.
Brand Personality: Energetic • Authentic • Welcoming • Collaborative • Approachable
Brand Values: Collaborate freely • Engage boldly • Think progressively • Be accountable
Tone of Voice: Warm • Passionate • Empowering
Differentiation: InSite CPAs is the home-away-from-home accounting partner that cuts through financial fog with clarity, warmth, and support for ambitious business owners.
Before touching a single colour or font, I listened. I learned their story, their goals, their best-fit clients, and what makes them different. Those conversations shaped everything that followed.
Brand Personality: Energetic • Authentic • Welcoming • Collaborative • Approachable
Brand Values: Collaborate freely • Engage boldly • Think progressively • Be accountable
Tone of Voice: Warm • Passionate • Empowering
Differentiation: InSite CPAs is the home-away-from-home accounting partner that cuts through financial fog with clarity, warmth, and support for ambitious business owners.
Visual Identity
Designed to feel human
I designed a logo anchored in a smiling and welcoming eye. Not a watchful Big Brother vibe. But a signal of clarity and partnership. It says: “We see you. We see your dreams. We’re here to help.”
It’s visionary. It's personal. It’s InSite.
I designed a logo anchored in a smiling and welcoming eye. Not a watchful Big Brother vibe. But a signal of clarity and partnership. It says: “We see you. We see your dreams. We’re here to help.”
It’s visionary. It's personal. It’s InSite.
“Within just a few weeks of our launch, we showcased our new look at a trade show. It generated great conversations and set us apart from the competition. We don’t look like dull, boring accountants anymore. Our colors are bold, vibrant, and carry significant meaning behind them.”
- Wanda Hershey,
Director of Operations, InSite CPAs
The Website
Built for Connection and Clarity
The website translates InSite’s brand into a clear, approachable digital home. With straightforward navigation, plain-language messaging, and bold visuals, it positions InSite as both expert and ally.
CTAs and the contact form were streamlined, making it easier for prospects to take the next step. The site is functional, optimised for search and easy for the team to update. It supports lead generation, blogging, and content marketing.
The website translates InSite’s brand into a clear, approachable digital home. With straightforward navigation, plain-language messaging, and bold visuals, it positions InSite as both expert and ally.
CTAs and the contact form were streamlined, making it easier for prospects to take the next step. The site is functional, optimised for search and easy for the team to update. It supports lead generation, blogging, and content marketing.
More Works
The Impact
Internal Pride. The team feels aligned, confident, and proud of the brand they represent.
Client Recognition. Prospects and clients notice the bold new look — sparking fresh conversations and reinforcing trust.
Stronger Event Presence. At trade shows, the vibrant brand drew attention, stopped passersby, and even brought in a new client.
Premium Positioning. InSite raised prices on core services with zero pushback.
More Referrals. Happy clients are spreading the word and recommending the firm.
Effortless Marketing. With a clear identity and messaging toolkit, creating content is faster and connects more deeply.
Internal Pride. The team feels aligned, confident, and proud of the brand they represent.
Client Recognition. Prospects and clients notice the bold new look — sparking fresh conversations and reinforcing trust.
Stronger Event Presence. At trade shows, the vibrant brand drew attention, stopped passersby, and even brought in a new client.
Premium Positioning. InSite raised prices on core services with zero pushback.
More Referrals. Happy clients are spreading the word and recommending the firm.
Effortless Marketing. With a clear identity and messaging toolkit, creating content is faster and connects more deeply.
Project attribution
My role: Lead Brand Strategist & Designer
My contributions:
Brand strategy
Logo & visual identity design system
Website design (UX & UI)
Motion graphics
Collaborators:
Verbal identity & naming — Camilla Duggan, We Are PF team
Website development — We Are PF team
Context:
This project was created as part of my role at We Are PF, in collaboration with cross-functional team members.
Project attribution
My role: Lead Brand Strategist & Designer
My contributions:
Brand strategy
Logo & visual identity design system
Website design (UX & UI)
Motion graphics
Collaborators:
Verbal identity & naming — Camilla Duggan, We Are PF team
Website development — We Are PF team
Context:
This project was created as part of my role at We Are PF, in collaboration with cross-functional team members.
