Our client wanted a confrontationally quiet name, a name that was a self-effacing statement about the personality of accountants, yet elegant and dignified at the same time. We found the perfect name in Vanilla, which demonstrates the above brand attributes so that the company never has to explain them.

The challenge was to create a name for a brand new kind of accounting experience, a name that's as distinctive within the accounting and business service industries as the company's business model is. As the brand positioning developed, we realized that the company needed a great name that not only worked on many levels, but also one that was warm, human, sensual and evocative, all the better to counter the prevailing names in the accounting industry. The bulk of names in the accounting industry are cold, calculating, inhuman, remote, mechanical, stodgy, soulless and devoid of charm.