Fast and Precise
The team at Creative Baguette are fast and precise, and created a website on brand with who Profectus' business advisors are.
Home / Case Studies / Profectus Accounting
An accounting firm that does not look like one
Profectus Accounting wanted a fresh approach: a website that made them look innovative, not like another classic small accounting firm.
One condition. The logo stayed. It was already everywhere, and it was working.
Industry: Accounting and finance
Work: Website design and development, brand direction, SEO-aware copy
/ profectusaccounting.com.au
The starting point: a good firm in a boring costume.
Profectus already had a website. That was not the problem.
The problem was what it said about them. Small-firm accounting websites tend to look the same: safe, grey, interchangeable. Profectus works differently, and their website was hiding that.
Profectus isn't a shopfront tax agent. The firm positions itself where tax meets business vision: business advisory, virtual CFO work and coaching owners to actually understand their numbers, alongside the accounting, tax and superannuation work. That's a genuinely different offer, and it deserves better than a template that whispers "we also do BAS".
Accounting is also a trust purchase. Nobody hands over their books to a firm that looks careless online. So the design brief had a built-in tension: look innovative enough to stand out from every other small firm, without ever looking less trustworthy than the grey ones. Innovative and reliable had to land at the same time.
They did not need a new identity. They needed the website to catch up with who they already were.
The decisions that mattered
Brand direction from
what already existed
The logo stayed
Their logo was established and everywhere: signage, documents, inboxes. Instead of replacing it, we defined a brand direction around it, so the new website felt like an evolution, not a costume change.
A creative accent,
on purpose
Different from every other firm
We made a deliberate design call: a fairly creative accent that catches the eye and separates Profectus from the classic accounting-firm look, while staying thoroughly professional. Innovative and trustworthy are not opposites.
Copy that explains
and gets found
Services, personality, keywords
The full service range and the firm's philosophy were written out properly, in plain language, and enhanced for the searches their clients actually make. No corporate fog.
What shipped
A clean, focused site: home, services, about, news and contact, with the full service range written out properly. Business advisory, accounting and tax, superannuation and self-managed super funds, virtual CFO services, property investment structures. Each explained in plain language, in the searches clients actually make, instead of a single vague "our services" paragraph.
The established logo anchors the whole design, with the creative accent Creative Baguette built around it carrying the "not another grey firm" message. Real client testimonials sit on the site doing the trust work, and every page funnels to the same easy next step: a message or a free consultation, no forms that feel like an audit.
After launch, Profectus moves onto an ongoing care plan, with hosting, maintenance and updates handled so the site stays as sharp as the day it shipped.
The result: a website that finally represents them.
Profectus ended up with a site that clearly explains what they do, reflects their innovative-but-professional approach and feels like the firm their clients actually meet. The build was fast and efficient, and the team enjoyed the process of shaping it with us.
It now works as part of how the firm is judged. Prospective clients look it over before the first meeting, and it does the quiet work of positioning Profectus as the kind of firm they are, rather than another grey accounting practice, before anyone has said a word.
Questions we get about projects like this
Our logo is everywhere. Do we have to rebrand to get a better website?
No. An established logo is an asset, not a problem.
Creative Baguette can build a fresh brand direction around what already exists, so the new site feels like an evolution your clients recognise rather than a costume change.
Can you write the content for an accounting website?
Yes, and in plain language. Services like business advisory, tax, superannuation and virtual CFO work get explained the way clients actually search for them, not in accountant-speak.
You review and correct, rather than writing from scratch.
What happens after the website launches?
Most clients move onto an ongoing care plan: hosting, maintenance and updates handled, with simple change requests sorted within two business days.
You send a message, it gets done. No logins required.
Related: Website design & development · Websites for accountants · All case studies
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