Services
Brand Strategy
Naming
Verbal Identity
Visual Identity
Motion Graphics
Website
Industry
Accounting
Date
2024
Location
+20%
team growth within the first year of the rebrand
+30%
faster client onboarding
+50%
increase in high-quality website inquiries after launch
About
YBL is a modern accounting firm offering tech-driven financial solutions that empower growth. They deliver tailored, scalable expertise designed to evolve with their clients. At YBL, the bottom line is more than numbers, it’s a foundation for scaling your business.
The Challenge
Outdated branding holding back a modern firm
Mike, Partner and COO of YBL, knew their outdated brand no longer reflected who they were: innovative, tech-savvy, and strategic. Instead of attracting ambitious clients, the identity suggested a traditional, transactional accountant.
The goal: Reposition YBL as a bold, modern, and strategic financial partner — not just an accountant.
The Brand Strategy
Building clarity, confidence, and connection
Ideal Clients
Entrepreneurs in real estate, health & wellness, construction, and professional services
$500K–$5M revenue, 3+ years in business
Growth-minded, primarily virtual, based in Canada (especially Ontario)
Mission
To be the final stop on clients’ journey to financial success.
Values
Collaboration • Adaptability • Honesty
Tone of Voice
Straightforward: Simple, clear, realistic
Motivational: A positive nudge forward
Relaxed professionalism: Human and approachable
Brand Personality
Modern • Confident • Approachable • Strategic • Adaptable • Tech-driven
“Simona’s creativity, professionalism, and ability to truly understand our vision made the entire process seamless and inspiring.”
The Name
The Shift From 'Your Bottom Line' to 'YBL'
YBL was already used daily by the team and clients. Making it official aligned the brand with reality.
More than a shorter name, YBL reflects the firm’s true personality: sleek, simple, and powerful — just like their financial strategies.
"Our rebrand has elevated YBL's presence, and we've received countless compliments on the new look. It's something our team and clients are equally proud of."
- Mike Libbey, Partner & COO at YBL
The Website
The new website brings clarity, consistency, and ease to every interaction. With an innovative colour palette, bold typography, and a modern dark mode, the design feels professional yet approachable. Structured components make the experience seamless, so visitors can focus on how YBL will help them, not on deciphering financial jargon.
The result: a digital presence that makes finance feel less intimidating and more empowering.
The Impact
A transformation inside and out
↳ Team Growth: The team expanded by 20% within the first year.
↳ Better Onboarding: Onboarding time reduced by 30%, creating a smoother client journey.
↳ Focused Clients: Now attracting businesses who value strategic advisory.
↳ Strategic Shift: Advisory services became the core focus.
↳ Efficiency: Internal processes improved by 20%, freeing partners for high-level strategy.
↳ Recognition: Named one of the Top 50 Modern Accounting Firms of 2025 by Future Firm Inc.
Testimonial
