The context
The chartered accounting market is undergoing an accelerated change. Technology is redistributing the cards, customer expectations are changing, and the promise of truly strategic support is becoming the new norm.
In this changing landscape, French Figures saw an opportunity: that of reconciling the effectiveness of digital tools with the need for human and expert support.
No rowdy revolution here, but a subtler ambition: redefining the customer experience, by freeing ourselves from the fixed codes of the profession.
It was still necessary to build a brand that lived up to this ambition.
Issues
The team had a clear vision: to offer high-end, fluid, involved support, led by an expert and accessible team.
But this vision was still partially expressed. It still lacked a coherent framework, a formalized positioning and concrete elements to translate it into each contact point.
In a sector where promises are similar, asserting a distinct position without falling into generic arguments is a delicate exercise. It was necessary to build a precise, credible discourse that was both structured and differentiating.
French Figures was entering a phase of acceleration. To gain impact, each member of the team needed to be able to own the brand, wear it and embody it with consistency.
Our mission
Laying the foundations of a brand that inspires confidence, from the first word, from the first image.
Solutions provided
We did in-depthin-depth work on the brand's DNA. Through a strategic workshop, we formalized the fundamentals: the mission, the values, the promise, the targets, the tone.
This work made it possible to create a clear identity: French Figures is not a technical service provider, it is a trusted partner for managers, combining requirement, proximity and performance.
A firm that accompanies, that understands, that anticipates.
The new brand platform has refocused the discourse on what matters most:
- Extensive expertise, going beyond accounting to encompass HR, legal, audit and wealth
- Careful customer experience, made fluid thanks to digital tools
- Close relationship, embodied by a team involved, available, attentive
The tone has been specified: professional but accessible, modern but sober, always rigorous.
We designed a graphic territory in the image of this posture::
Sleek, structured, bright. A palette that evokes confidence and clarity. Elegant typography. A logo designed as a landmark: discreet but distinctive.
The whole makes up a refined universe, without excesses, perfectly aligned with the promise of accessible high-end.
Beyond graphic codes, it is The French Figures posture who guided the creation of the visual universe.
Each choice of shape, color, and typography has been designed to express a subtle balance: that of a modern, structured, but deeply human firm.
Visual identity does not seek effect or trend. She is translating a silent requirement level, a promise of clarity, precision and attention to detail — just like the relationship that French Figures maintains with its customers.
The result: an elegant, sober, immediately credible brand that sets the scene without ever overplaying. One design at the service of trust, not a demonstration.
3 Strategic key points
We formalized the fundamentals of the brand to create a structured discourse, aligned with the values of the firm. This strategic framework makes it possible to stand out in a saturated sector, without overcoming the break.
Beyond positioning, we have defined a legible brand posture: expert but accessible, rigorous but human. A way to express the added value of French Figures in each interaction.
The brand platform also serves internally: it gives each employee concrete guidelines to carry the message, adopt the right tone and create a homogeneous and coherent customer experience.
