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Background

Virginia CPA Firm, Wall, Einhorn, & Chernitzer (WEC), came to Hudson with an outdated website and brand that did not reflect the firm’s true personality and value propositions. WEC's leaders desired a new website and refreshed brand that spoke to the company’s distinct client relationships and bright company culture.

The Details

Hudson’s creative team visited WEC’s office in Norfolk, Virginia to understand the company’s personality and culture firsthand. We were impressed to find a welcoming, open work space; collaborative team spaces in place of corner offices, and a business casual dress code. Through conversations with key company stakeholders, it became clear that WEC was far from an average CPA firm. Company leaders enthusiastically explained their dedication to close client relationships, ongoing employee growth, and a collaborative office culture.

Our goal was to create a website experience that accurately depicted the CPA firm's unique ability to serve its high end clientele while maintaining an upbeat, approachable workplace culture.

WEC office space

Pictured: Wall, Einhorn, & Chernitzer's vibrant office space and team

Brand Strategy

Based on our research and conversations with WEC stakeholders, we updated the company’s aesthetic accordingly. This included updating WEC’s logo, color palette, and fonts to better reflect the firm’s high end yet energetic brand. Additionally, we reimagined WEC’s existing web content to align with the firm’s personality and values.

We updated the logo to exude a tone of modern luxury, replacing the existing, wide serif font with a taller, more polished serif font, reminiscent of the sophisticated fonts used by many upscale brands.

The company’s brand color palette now includes polished grey and deep, muted blue primary colors, with pops of green and orange secondary colors, maintaining a steady balance of both its high end services and welcoming, fun company culture.

Brand Styles

Website Strategy

Web Copy

Equally important, we crafted updated branded content to help WEC better communicate its value propositions to prospective clients and employees online. This consisted of updated “about” page content, “careers” page content, and all homepage content. Our content writers worked closely with WEC’s leaders to ensure that all copy was informative and on-brand. Additionally, we optimized all website content for SEO based on keyword research and business goals.

Photo Direction

Lastly, standout website imagery was key to portraying WEC’s lively company culture and high end positioning. The firm’s beautiful waterfront location and upscale office space speak volumes to their client base, and its colorful interior is both playful and modern. We worked closely with a local Norfolk photographer to provide creative direction for high-quality, lifestyle photos of the team and office space. We then strategically placed these images throughout the website to give website visitors a feeling of warmth and familiarity with WEC’s team and space without ever entering the office.