Nudge

O'Connells had built a solid reputation, but they'd evolved past their own brand. The traditional accounting exterior was hiding something much sharper.

Behind that traditional exterior was a different kind of practice. A team of 'good with the numbers' specialists who'd stayed laser-focused on being brilliant accountants while everyone else got distracted trying to become business advisors.

The disconnect was clear. Their outside no longer matched their inside. They needed a name, identity and messaging system that finally captured who they truly are.

Before jumping into design, we worked to define what had actually shifted in the business. Through our Signal Shift™ strategy process, a few truths landed hard.

They're specialists who stayed specialists. While other firms chased advisory, they doubled down on being exceptional accountants. They eliminate complexity rather than explain it, other firms translate tax law into "plain English," Nudge just handles it so you never think about it. They give answers, not options. No hedging on advice, no maybes ...you'll get straight answers.

These truths became the backbone of the new brand, one that could finally carry the confidence, clarity and momentum they bring every day.

We renamed them Nudge.

The name captures how they actually work. Not massive overhauls or heavy-handed advice. Small, deliberate shifts that create real momentum.

Nudging your structure right. Nudging your tax down. Nudging opportunities forward. It's about knowing exactly where to push - guiding without being pushy, opening up better angles.

Memorable, warm and distinctly un-accounting. A name that signals progress, not process.

Nudge didn't need accounting-firm jargon. They needed a voice that reflected how they actually work: sharp, human and full of conviction.

We built a messaging system around four core territories: eliminating complexity entirely (not explaining it), delivering answers with conviction (not options), maintaining care that never fades, and owning their identity as proudly specialist accountants in a world of distracted generalists.

The result is messaging that's tight, human and impossible to confuse with anyone else.

The visual system breaks away from conservative accounting aesthetics to match the progressive team behind it. The goal was to strike a balance between credibility and contemporary character.