• Language
    • ENGLISH
    • GERMAN
    • SPANISH
    • FRENCH
    • ITALIAN
    • JAPANESE
    • PORTUGUESE
    • CHINESE
    • RUSSIAN

Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?

Creative

Freshbooks Supports New Brand Identity with Campaign by OstrichCo

Accounting software company is rolling out rebrand designed by Son & Sons with TV spots produced by Untitled Films

Freshbooks Supports New Brand Identity with Campaign by OstrichCo

Accounting software company FreshBooks has unveiled a fresh new look that represents its commitment to standing beside its small business customers as they embark on their growth journey.

The brand identity work from Atlanta design agency Son & Sons marks the first major update to the company’s brand image in 15 years. It was developed with extensive consultation with FreshBooks customers about what it takes to start, manage and grow their own businesses.

The new brand was designed with simplicity, professionalism, and approachability in mind, while retaining elements like the FreshBooks Lead and FreshBooks Blue color that have been part of its identity since the beginning. The elements have been updated to reflect an increasingly visual world in which iconography is more important than ever.

The new brand identity is built around a stylised “F,” chosen from literally hundreds of candidates, that sits inside a leaf shape. The “F” has been uncoupled from the FreshBooks name, allowing for greater brand recognition even when the logo stands on its own.




The FreshBooks nameplate, meanwhile, has retained lovable quirks like an 'S' that doesn’t quite match up with the rest of the letters, a deliberate effort to demonstrate approachability by showing that nobody is perfect.

“We talked with all types of small business owners about what it really takes to start, manage and grow a business of their own,” says Wade Thompson, founder, president and creative director of Son & Sons. “These gritty conversations helped us build a genuine brand with FreshBooks that addresses the real needs of so many business owners.”

“We live to work for great brands and FreshBooks is unwavering in its dedication to small business owners.” He added. “It’s refreshing to remember that business is personal.”

The rebrand was tested in Texas prior to being rolled out across other FreshBooks markets. It was further supported by the company’s first major integrated brand campaign, developed by Toronto/NYC agency, OstrichCo called 'Not Alone'.








“Truth be told, the campaign was conceived and produced, pre-pandemic,” says Patrick Scissons, OstrichCo founder & CEO/CCO. “But the insight of the small business owner feeling isolated and alone has never been more relevant.”

The brand campaign is currently running across YouTube, Facebook and programmatic channels in Canada, the U.S. and the United Kingdom.

“A logo alone does not make a brand,” adds Paul Cowan, chief marketing officer at FreshBooks. “A brand is built around the experiences a company creates: How it treats its customers, suppliers, and partners and the people it hires. Your purpose is only as good as how well you live it.”

Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Rebrand - Brand Identity

Client: FreshBooks

Chief Marketing Officer: Paul Cowan

Director, Content & Brand: Jane Flanagan

Head of Experience: Jeremy Bailey

Associate Director, Marketing: Robb Eng

Art Direction: Guillermo Pons Garcia, Paul Youn

Copywriting Lead: Daniel Reiter

Agency: Son & Sons

Creative Director: Wade Thompson

Director of Strategy: Leonard Rau

Design Lead: Michael DiCristina

Creative Content: Cameron Ohls

Rebrand – Brand Campaign 'Not Alone'

Client: FreshBooks

Chief Marketing Officer: Paul Cowan

Director, Content & Brand: Jane Flanagan

Head of Experience: Jeremy Bailey

Associate Director, Marketing: Robb Eng

Agency: OstrichCo

Production Company: Untitled Films

Director: Mark Gilbert

Director of Photography: Trent Opaloch

Editorial: Saints Editorial

Editor: Griff Henderson

Post: OstrichCo / EPS

Audio: Eggplant

Media: FreshBooks / Ostrich Media

Toronto Casting: Jigsaw

Vancouver Casting: Sean Milliken

Category: Accountancy , Business Services

Genre: Comedy