The identity begins with the idea behind the name Practice Den.
A den is more than a home for one animal. It’s a shared space: a place of belonging and collaboration. We imagined Practice Den as its own ecosystem, where different animals represent the different personalities and expertise of the people within the practice, all working toward the same goal: delivering great accounting services.
This opened the door to exploring different animal characters. From the friendly and approachable personality of a bear to animals associated with building, organization, and resourcefulness.
The animal world also creates a natural connection to the practice’s work with veterinary businesses, giving the identity an additional layer of relevance.
We created a set of playful illustrations that feel unexpected within the accounting sector. The idea was to challenge the perception that accounting needs to feel rigid, corporate, or overly serious.
A big part of the branding was adding big bold numbers to highlight data.
Paired with the playful illustrations, the bold numbers create an interesting contrast: the illustrations bring personality, while the numbers bring the facts.
The color palette is also unexpected within the accounting sector. We wanted to create a combination that felt modern, fresh, and distinctive, using contrasting colors to give the identity a stronger visual presence.
The dark green provides a solid foundation, while the brighter colors bring energy to the data, illustrations, and key information.
The Challenge
Fyxed had just overhauled their brand to power a new phase of sales and marketing growth, but their website hadn’t caught up. A refreshed identity without a site to match meant the rebrand was sitting in decks and pitch meetings instead of working for them in the market, where leads actually get qualified.
The Result
We designed and built Fyxed’s Webflow site and produced on-brand campaign assets, turning their rebrand into a working sales and marketing engine.
