Previously called Trotman Repp, we had worked with the directors on their original branding over 10 years ago. But they had always felt the choice to use the directors’ surnames for the name was very typical of accountancy firms and, as a niche tax practice and offering a set of unique services, they wanted to step away from any sense of tradition within their sector. With this in mind, we worked with them on a complete re-brand, including the change of name to Citrine International.
The decision to change the brand name to Citrine International was not taken lightly. As a boutique accountancy firm, with a specialism in bespoke UK and US tax compliance and consultancy services, they wanted a name that reflected their ethos, values and personality. We believe that Citrine embodies these values perfectly.
As a semi-precious natural stone, Citrine can range in colour from very pale yellow through to honey-coloured ambers and bronze-coloured browns. Citrine stones became popular in 1920s art deco jewellery and the colour was used in interior design during that period too. The 1920s was a boom decade for economic growth and personal prosperity with transatlantic travel opening up the opportunities for UK and US citizens to gain an international view of the world.
The Citrine International logo includes a 1920’s art-deco inspired C-shape icon to symbolise the Citrine name. When turned 90 degrees to the right and utilised as a repeating pattern, the C takes on the feel of iconic 1920s wallpaper, that could so easily have been seen in the homes of wealthy UK and US citizens of the time. We used this as the footer in their website and also on the back of their compliment slips, notebooks and many other places across the company’s marketing materials.
The choice of bronze as one of the brand colours is a nod towards the Citrine colour without going for the ‘all too obvious’ brighter yellow. The turquoise blue complements the bronze and adds vibrancy.
“We have worked with Caroline and Jan at Wetdog Creative for almost ten years. Our latest project was definitely a step out of our comfort zone being a full re-name and re-brand, but Caroline and Jan were fully supportive throughout and we were in good hands. We are immensely pleased with the result and the positive feedback we have had from clients has been fantastic. Every step of the way Caroline gently guided us and kept me on track with everything from website design through to suggestions for marketing products and reminding us to order branded paper! Each third party they put us in touch with (e.g. photographers, printers etc) had been well researched and provided an excellent product. I would definitely recommend Wetdog Creative for anyone looking for a creative new look for their business from an approachable, friendly and incredibly professional team.”
Director of Citrine International Tax Ltd - citrinetax.com
