In the ever-evolving landscape of accountancy, adaptability is a necessity. Reflecting on the dynamics of our industry, I embarked on a transformative journey last year that has reshaped Calathea. Today, I am excited to share the story of our re-branding process – a decision fuelled by the realization that our true niche lies in serving trade and construction business owners.

Embracing Change for a Niche Identity

In 2023, (3 years since starting my own accountancy practise) after insightful discussions with a branding expert, it became evident that while Calathea excelled in providing accountancy services, our existing brand and marketing strategies did not effectively resonate with the trade and construction sector.

The realization struck like a chord, urging us to embark on a re-brand that would redefine our identity and strengthen our connection with the professionals we are dedicated to serving.

Gaining Clarity: Unveiling the Heart of Calathea

To truly understand a business, you need to go beyond the spreadsheets. That’s precisely what transpired during our eye-opening Ideal Client Workshop. Together, armed with curiosity and a genuine passion for understanding, we peeled back the layers of Calathea to reveal what lies at the core of our business. This intensive session was not just about identifying a target audience; it was a quest to unravel the intricate details of our ideal clients within the trade and construction sector.

During this workshop, we dug deep into the daily challenges, aspirations, and pain points of our ideal clients. Understanding their world allowed us to not only empathize but also tailor our accountancy services to precisely meet their needs. The insights gained became the compass guiding our re-brand.

Navigating the Marketing Terrain: The Brand MOT

With a newfound understanding of our ideal clients, it was time to turn our attention to the face we present to the world. Enter the Brand MOT – a comprehensive review of every nook and cranny of the Calathea marketing landscape. From the digital realm of the website and social media to the tangible touchpoints of print and video, no stone was left unturned.

The verdict was clear: our brand identity needed a facelift.

It was a foundational aspect that echoed across all our marketing assets, and its resonance with our ideal clients was crucial. This revelation fuelled the commitment to refine and redefine how we present ourselves to the world, ensuring that every piece of marketing collateral accurately reflects the essence of Calathea.

Here is the brand identity we had for the first 3 years in business…

And here is our rebrand…


Thanks to Build Your Trade, Brand & Marketing for Trades and Construction in for working with Two Fresh, video production company London in creating this for us.

Dressing Up Our Identity: A Visual Symphony Unfolds

As we embarked on the journey to redefine the face of Calathea, it became evident that our brand had to extend beyond the digital realm. Enter the realm of stationery design – an artful process that fuses form and function. The meticulous crafting of business cards, letterheads, and other stationery elements became an extension of our redefined identity. These tangible assets, with the new brand identity, now carry with them the essence of what Calathea stands for. Trust. Dependability. Forward thinking.

However, the transformation didn’t stop with paper and ink. Recognizing the power of visual impact, clothing emerged as a pivotal element in our rebranding strategy. Beyond the aesthetic appeal, our choice of clothing played a strategic role in enhancing recognizability on video platforms. As we gear up for an exciting journey into the world of social media, the carefully selected attire ensures that every appearance on screen becomes a silent ambassador of the brand.

Capturing the Essence: A Day Behind the Lens

A picture speaks a thousand words, and in the world of branding, every image plays a key part. To encapsulate the spirit of our redefined identity, Build Your Trade organised a brand shoot with their seasoned professional photographer. Clad in our new branded attire, every pose, every expression, and every detail were meticulously captured.

These visuals are not just for show; they are the building blocks of our website, set to be a digital embodiment of our reinvigorated brand. Beyond that, these images will feature on our social media platforms, breathing life into our posts and connecting with our audience on a visual level. The brand shoot wasn’t just a photo session; it a marking of the next chapter of Calathea.

Crafting a Digital Presence: From Vision to Web Reality

With our brand identity solidified and the visual narrative captured through a meticulously planned photoshoot, the time had come to approach our digital presence. The website, the virtual storefront of Calathea, required a total overhaul.

Build Your Trade – multidisciplinary team, comprising brand and design aficionados, development maestros, and SEO experts, redefined our brand. Each team member brought their expertise to the table, ensuring that every pixel and line of code resonated with our vision. The collaboration wasn’t just about creating a website; it was about sculpting an immersive online experience tailored for our niche audience in the trade and construction sectors.

Pages Tailored for the Trade: A Construction-Centric Approach

The construction industry has its language, its nuances, and its rhythm. Recognizing this, each page of our website was meticulously crafted to resonate with our ideal clients in the trade and construction sectors. From the homepage to the contact page, every click, scroll, and interaction is purposefully designed to cater to the unique needs and expectations of our audience.

The design and layout reflect not just aesthetic considerations but a deep understanding of the challenges and aspirations of those we aim to serve. As visitors navigate through the site, they are met with an environment crafted with them in mind.

Only with the foundation of a meticulously defined brand identity and the visual allure captured in our branded photoshoot could we embark on this digital work. The website stands not just as an online destination for Calathea but as a testament to the evolution, commitment, and purpose that define our reinvigorated brand.

Empowering Your Brand: A Blueprint for Trade and Construction Success

Our journey with Calathea has been truly inspiring, making a significant impact on our brand. As we stand at the threshold of a redefined identity and a robust online presence, the realization hits home—we’ve uncovered a formula for success that transcends our business and has the potential to revolutionize the marketing landscape for our trade and construction peers.

Encouraged by the remarkable changes we’ve witnessed, we earnestly encourage all our trade and construction peers to embark on a similar journey of self-discovery and rebranding. This isn’t just about appearances; it’s a comprehensive approach—from ideal client workshops and Brand MOTs (spotting the current leaks and snags on your Trade business marketing that you are likely unaware of) to clothing choices and website development—that serves as a roadmap for those seeking to elevate their marketing game. It’s about forging connections, deeply understanding your audience, and crafting an identity that truly resonates.

In the competitive realm of trade and construction, where each project is a testament to skill and reliability, investing in your brand isn’t a luxury; it’s a strategic necessity. I champion this transformative process as a catalyst for growth, an investment in authenticity, and a guiding light pointing Trade and Construction businesses towards a brighter, more compelling future.