Marketing
for Fractionals
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Branding

Branding for
fractional CFOs and accounting firms.

Your practice has grown past the brand you started with: a stock logo, a name that's too long, a deck that doesn't match the website. Prospects judge the firm before the first call, and the brand is what they see.

What we build

A brand system
you can run on your own.

For accounting firms, advisors, and fractional CFOs, branding covers more than logo design: positioning, the name, the identity, a brand book, collateral, and a system your team and AI tools can follow.

Every brand we build comes with the rules and files to keep it consistent, whether a designer, your team, or your AI tools make the next piece.

  • 01
    Positioning & naming
    Research-backed positioning, and a name that's easy to say and remember. Sometimes that means simplifying the one you have, the way Crown Acquisition Group became Crown.
  • 02
    Logo & visual identity
    Logo design built for an accounting or advisory firm, plus wordmark, color, and type that work on LinkedIn, in decks, and on the website, in dark and light.
  • 03
    Brand book
    The rules in one document: construction, color, type, usage, and applications, so anyone who touches the brand gets it right.
  • 04
    Sales collateral
    One-pagers, proposal templates, decks, and event materials that match from the first conversation to the signed engagement.
  • 05
    Agent-ready brand system
    Brand tokens and assets in a repository your AI tools can read, so you can produce on-brand posts and documents without a designer on every request.
  • 06
    Website handoff
    The identity carries straight into your website, so the brand and the site launch as one.
Brand books

Five brands, built end to end.

Professional services branding, shown with real pages: brand systems we've built for fractional CFOs, accountants, and advisors, including our own. Scroll each row.

Crown Acquisition Group

Fractional CFO and back-office firm for Series A and B startups
Crown brand book: cover with the gold crown mark on navy Crown brand book: logo construction from five connected nodes Crown brand book: formal colors and palette Crown brand book: logo color applications on light, dark, and navy Crown brand book: branded exhibition display Crown brand book: roll-up banner, You Raised. Now What?

Pixel CFO

Fractional CFO for gaming founders
Pixel CFO brand identity guide: cover Pixel CFO: logo construction, a game-controller P with a plus sign Pixel CFO: logo variations Pixel CFO: brand colors, black, white, and Majorelle blue Pixel CFO: branded name tag and lanyard Pixel CFO: logo over a retro game scene

Luke Frye & Co.

CPA and consultant to accounting firm owners
Luke Frye brand system: the brand, in one page Luke Frye brand system: the wordmark Luke Frye brand system: three supporting marks Luke Frye brand system: lime, ink, and neutral colors Luke Frye brand system: two typefaces Luke Frye brand system: sample LinkedIn post and one-pager

AJ The Accountant

Operations consultant for accounting firms
AJ The Accountant: logo on a dark background with a green dot texture AJ The Accountant: logo on dark and light AJ The Accountant: brand colors AJ The Accountant: typefaces Inter and Poppins AJ The Accountant: brand applied to a t-shirt, mug, and notebook

Made by AJ with his own AI agent

Built from the agent-ready brand system

Once the brand was done, we put every token and asset in a repository and connected it to AJ's own AI agent. These are pieces AJ created himself: a partnership announcement, a weekly AI tip, and a post about metrics.

AJ The Accountant and Stanford Tax partnership graphic: Stanford Tax integrated into the Karbon for Clients portal AJ The Accountant post: How I used AI this week. Home office deduction, calculated, from Monarch to Claude AJ The Accountant post: One metric lied. Everyone believed it.

Marketing for Fractionals

Our own brand system
Marketing for Fractionals brand system: cover Marketing for Fractionals brand system: the mark Marketing for Fractionals brand system: motifs Marketing for Fractionals brand system: color Marketing for Fractionals brand system: typography Marketing for Fractionals brand system: template library
Before and after

Same firm. A brand that fits it.

Crown Acquisition Group

Before
Crown's original branding: a stock puzzle-piece logo

Stock puzzle-piece artwork and the full name, Crown Acquisition Group, on crownacquisitiongroup.com.

After
Crown's new identity: gold crown mark and wordmark on navy

One short name, Crown, on crownag.com, with a geometric crown mark and a navy and gold system.

L90S to Pixel CFO

Before
Laurent Saurel's LinkedIn profile as L90S, a generic startup CFO brand

L90S: a general brand for early-stage startup founders.

After
Laurent Saurel's LinkedIn profile as Pixel CFO, the gaming CFO brand

Pixel CFO: a new name and identity built for gaming founders.

Client work

What each brand had to solve

Crown Acquisition Group

Stock branding and a long name. We simplified the name to Crown, moved it to crownag.com, and built the identity, brand book, and sales collateral. Read the case study.

Pixel CFO

Laurent was serving early-stage startups as L90S and narrowed his focus to gaming. We named the new firm Pixel CFO and built the identity, brand book, and website around gaming founders.

Luke Frye & Co.

A CPA with a strong track record and no brand yet to show it. We built the brand, the website, and a one-page brand system his AI agents follow, so a solo practice can produce its own on-brand resources to promote the firm.

AJ The Accountant

AJ came to us with a ChatGPT logo. We built the brand and website, then put every token and asset in a repository connected to his own AI agent. He now creates on-brand designs himself. See what he made.

See all client work

Method

How branding projects work

  • 01
    Audit
    A free marketing audit to see whether branding is the right place to start.
  • 02
    Research & positioning
    Competitive and keyword research, then who you serve and what makes you different.
  • 03
    Identity
    Name, mark, color, and type, reviewed with you in rounds.
  • 04
    Brand book & system
    The rules, the files, and the agent-ready repository.
  • 05
    Rollout
    Collateral, LinkedIn profile and banner, and the website.

Branding is part of the Foundational Project. It runs 3-4 months, or it can be phased over up to a year, and it is scoped after the free marketing audit.

Next step

A brand that matches
the firm you've built.

The audit tells us whether branding is the right place to start, or whether positioning or pipeline should come first.

Book a free marketing audit