Moxie: A Tidal Wave of Change in the Accounting World
Moxie: A Tidal Wave of Change in the Accounting World
Services
Brand Strategy
Verbal Identity
Visual Identity
Website
Brand Strategy
Verbal Identity
Visual Identity
Website
Industry
Accounting
Accounting
Business Stage
Startup
Startup
Location
United Kingdom
United Kingdom
United Kingdom
30+
new clients in the first year
2x
revenue growth, after launch
80%
of clients chose Moxie for its values-led approach
About
Moxie is a bold, socially conscious accounting firm for entrepreneurs with courage.
Mission: to use money as a force for good, helping small business owners build wealth so they can create positive change in their communities and the wider world.
Mission: to use money as a force for good, helping small business owners build wealth so they can create positive change in their communities and the wider world.
The Challenge
From Side Hustle to Standout Leader
When founder Sian came to us, her accounting side hustle (then called Simplify) had just two clients and no strategy, website, or brand identity. But she had a powerful vision: to turn accounting into a platform for empowerment and impact.
The challenge was to transform Simplify into Moxie — a brand with the clarity, credibility, and confidence to attract values-driven entrepreneurs and position itself as a standout leader in purpose-led finance.
When founder Sian came to us, her accounting side hustle (then called Simplify) had just two clients and no strategy, website, or brand identity. But she had a powerful vision: to turn accounting into a platform for empowerment and impact.
The challenge was to transform Simplify into Moxie — a brand with the clarity, credibility, and confidence to attract values-driven entrepreneurs and position itself as a standout leader in purpose-led finance.
The Strategy
Purpose-Driven Positioning
Audience gap → Most small business owners felt traditional accountants lacked empathy, accessibility, and purpose. Moxie could fill that void.
Differentiation → Instead of competing on price or compliance, Moxie would lead with values, partnership, and impact.
Business model clarity → We refined services and messaging to shift perception from “bookkeeper” to “strategic finance partner.”
From this, the strategy was built anchored on three pillars:
Boldness – breaking away from accounting stereotypes.
Empowerment – giving entrepreneurs confidence and clarity around money.
Purpose – embedding social and environmental responsibility at the brand’s core.
We kicked off with the Foundations workshop — an in-depth brand strategy process designed to dig deep and bring clarity to every corner of the business.
These sessions covered:
↬ Brand purpose, vision, and mission
↬ Core values and tone of voice
↬ Ideal audience profiles and client journey
↬ Service structure and business model
↬ Website goals and content strategy
↬ Marketing and onboarding systems
Through these workshops, we helped Sian:
↬ Clarify the “why” behind her business
↬ Define a bold and values-led brand personality
↬ Refine her offers and messaging to position Moxie as a strategic finance partner
↬ Plan a consistent marketing approach for social media, the blog, and email funnels
The result was a confident, clear, and purpose-driven brand, ready to grow.
The Name
Moxie
The new name captured everything the brand stood for: grit, courage, and determination. “Moxie” is a force of nature, the confidence to challenge the status quo and the spirit to drive meaningful change.
The new name captured everything the brand stood for: grit, courage, and determination. “Moxie” is a force of nature, the confidence to challenge the status quo and the spirit to drive meaningful change.
Visual Identity
Rebellious, Bold, Empowering
Logo → The custom wordmark features a stylised m signifying a tidal wave of change. Its overlapping forms symbolise unity between Moxie and its clients, while a subtle droplet nods to care for the planet and sustainability. The dot at the end, lifted from the “i,” reinforces Moxie’s rebellious spirit.
Logo → The custom wordmark features a stylised m signifying a tidal wave of change. Its overlapping forms symbolise unity between Moxie and its clients, while a subtle droplet nods to care for the planet and sustainability. The dot at the end, lifted from the “i,” reinforces Moxie’s rebellious spirit.
Colour Palette
Colour Palette
Inspired by the idea of being “a burst of colour in a sea of black suits.”
Orange: bold, energetic, courageous.
Black, grey, white: professionalism and grounding the brand, letting orange shine.
Aqua green: growth, ambition, positive impact, sustainability.
Inspired by the idea of being “a burst of colour in a sea of black suits.”
Orange: bold, energetic, courageous.
Black, grey, white: professionalism and grounding the brand, letting orange shine.
Aqua green: growth, ambition, positive impact, sustainability.
The Website
A Platform for Growth
The new website captured the energy of the brand while supporting clear business goals:
Messaging that positions Moxie as a finance partner, not just an accountant
Conversion-driven design with clear calls to action to book a call or explore services
Scalable structure ready for blogging, lead generation, and future marketing campaigns
The new website captured the energy of the brand while supporting clear business goals:
Messaging that positions Moxie as a finance partner, not just an accountant
Conversion-driven design with clear calls to action to book a call or explore services
Scalable structure ready for blogging, lead generation, and future marketing campaigns
"A kind word from me for Simona. The website inspiration she brought to the Moxie internal meeting not only helped me immensely with wireframing the content, but also sparked a lot of creative ideas. It’s such a great feeling to be genuinely excited by the work you’re doing, and this has been largely down to the energy she’s brought to the project. Simona is pushing me creatively, and I’m really loving it!"
— Camilla Duggan, Head of Content
"A kind word from me for Simona. The website inspiration she brought to the Moxie internal meeting not only helped me immensely with wireframing the content, but also sparked a lot of creative ideas. It’s such a great feeling to be genuinely excited by the work you’re doing, and this has been largely down to the energy she’s brought to the project. Simona is pushing me creatively, and I’m really loving it!"
— Camilla Duggan, Head of Content
"A kind word from me for Simona. The website inspiration she brought to the Moxie internal meeting not only helped me immensely with wireframing the content, but also sparked a lot of creative ideas. It’s such a great feeling to be genuinely excited by the work you’re doing, and this has been largely down to the energy she’s brought to the project. Simona is pushing me creatively, and I’m really loving it!"
— Camilla Duggan, Head of Content
"A kind word from me for Simona. The website inspiration she brought to the Moxie internal meeting not only helped me immensely with wireframing the content, but also sparked a lot of creative ideas. It’s such a great feeling to be genuinely excited by the work you’re doing, and this has been largely down to the energy she’s brought to the project. Simona is pushing me creatively, and I’m really loving it!"
— Camilla Duggan, Head of Content
The Impact
The Impact
Within the first year of launch:
Client base grew from 2 to 25+, creating a sustainable pipeline of values-driven entrepreneurs
Revenue doubled, enabling Sian to leave her full-time job and focus on Moxie
Two new hires joined the team to meet demand
70% of new clients cited shared values as a key reason for choosing Moxie
Within the first year of launch:
Client base grew from 2 to 25+, creating a sustainable pipeline of values-driven entrepreneurs
Revenue doubled, enabling Sian to leave her full-time job and focus on Moxie
Two new hires joined the team to meet demand
70% of new clients cited shared values as a key reason for choosing Moxie
More Works
This project was created as part of my role at We Are PF, in collaboration with other team members and outsourcers.
Credits:
Brand Strategy: Simona Bilkste
& We Are PF team
Logo & Visual Identity Design System: Simona Bilkste
Verbal Identity and Naming: Camilla Duggan & We Are PF team
Website Design: Simona Bilkste
Website Development: Tom Downing
This project was created as part of my role at We Are PF, in collaboration with other team members and outsourcers.
Credits:
Brand Strategy: Simona Bilkste
& We Are PF team
Logo & Visual Identity Design System: Simona Bilkste
Verbal Identity and Naming: Camilla Duggan & We Are PF team
Website Design: Simona Bilkste
Website Development: Tom Downing