Services
Brand Strategy
Naming
Verbal Identity
Visual Identity
Website
Industry
Accounting
Timeline
10 months
Location
+86%
increase in project revenuw
+65%
growth in monthly recurring revenue in year one
+100%
conversion rate
⟡ The Challenge
From Word of Mouth to a Scalable Brand
Andrew launched his accounting firm, Xlon, in 2022 with no website, no brand identity, and little online presence, relying only on referrals. That was enough at first, but he wanted to scale, build a team, and focus exclusively on serving trade businesses.
To do that, he needed a strategic foundation, a brand that reflected his vision, and a digital presence to attract and retain the right clients.
⟡ The Strategy
Building Strong Foundations
Goals: Empower clients in business and personal growth, while driving firm’s revenue, team, and operations forward.
Ideal Clients: Established tradies with 5+ employees and $2M+ turnover.
Brand Values: Growth • Energy • Simplicity • Excellence.
Tone of Voice: Relatable • Engaging • Motivating • Confident.
Value Proposition: Helping trade businesses simplify finances and grow with confidence through clear advice and ongoing support.
Differentiation: Acting as both teacher and guide, translating finance into plain language so clients feel informed and confident.
This strategic clarity set the stage for a complete brand transformation.
From Xlon to LIGHTBEAM
“Xlon” lacked meaning and connection. We needed a name that embodied guidance, clarity, and strength.
BEAM represented both a guiding light and structural strength. But we faced some trademarking issues.
Adding LIGHT amplified the metaphor, creating LIGHTBEAM: a focused projection of energy, clarity, and intent.
Together, Lightbeam reflects a firm that shines a light on opportunities for tradie businesses through education, support, and strategic guidance.
⟡ Visual Identity
A simple yet bold design that shines
The brand strategy and new name came to life through visual identity:
Logo: A hidden spark in the negative space of B and E symbolises guidance and financial clarity.
Typography: Bold, all-caps type conveys stability and structure.
Monogram: The “BE” brand mark embodies action, growth, and transformation, unlocking creative marketing opportunities.
"This is fantastic! The logo has a strong, solid sturdiness, while the spark adds a softer touch and balance to the brand."
Colour Palette
The palette was inspired by both the trade industry and the concept of illumination. Accounting can feel like moving through a dark night — uncertain and overwhelming. Lightbeam’s colours were designed to flip that experience. The vibrant yellow acts as a beacon, a source of energy and direction, while grounded neutrals (charcoal, asphalt, concrete, and white) bring balance and clarity. Together, they symbolise Lightbeam’s role as a steady guide: shining a light on your financial goals.
⟡ The Imagery
Lightbeam’s imagery connects the grit of the trade industry with the professionalism of accounting. Black-and-white photos build trust and focus, while hi-vis yellow accents highlight clarity and transformation.
Scenes of tradies at work and accountants show both expertise and approachability. Sparks, shadows, and concrete textures connect with the trade industry and reinforce the brand’s guiding light concept.
The Website
Turning Presence into Performance
The site positions Lightbeam as the go-to partner for tradies:
Design: Dark mode with Hi-Vis yellow accents reinforces the “guiding light” concept. It is clean, modern, and instantly memorable.
Content: Jargon-free, straightforward copy speaks directly to tradies, breaking down financial complexity into simple, actionable advice.
User Journey: A streamlined structure takes visitors from learning about Lightbeam to booking a call in just a few clicks, making the site a true lead generator.
The Impact
From Clarity to Growth
⟡ Maintained a 100% conversion rate with new leads.
⟡ 86% increase in project revenue.
⟡ Boosted recurring revenue by 65% in year one.
⟡ Tripled business advisory clients.
⟡ Gained confidence to raise prices and niche down.
⟡ Streamlined internal systems, ensuring a seamless client journey.
⟡ Built a strong digital presence that consistently attracts ideal clients.
The Takeaway
Lightbeam’s story shows how a strategic brand transformation can redefine a business. By aligning vision, values, and audience with a clear identity, Andrew turned an invisible firm into a confident, illuminating brand built to grow and scale with purpose.
