Brand identity refresh and digital design  for a woman-led DC-based accounting firm that helps small businesses reach their financial goals. 

Little Fish Accounting is a DC-based accounting firm that supports small businesses with their financial goals. With a growing woman-owned firm in a male-dominated field, founder Keila Hill-Trawick wanted a brand that defied industry norms and evoked a sense of warmth and responsiveness. 

After struggling to connect all the elements of the firm’s brand, Keila came to Afternoon Culture looking for a refresh. In the Summer of 2020, we worked with Little Fish to create a sophisticated brand that better aligned with their values.

Pastel and beach-inspired hues gave the firm’s brand identity an air of ease and comfort. For the new logo,  we introduced a minimal fish illustration with a wave motif and paired it with a curvy dynamic serif. We included this wave motif and abstract colorful blobs across all branded collateral to communicate fluidity and openness. 

As a black female entrepreneur herself, Keila took comfort in knowing that a woman-led branding agency was helping to shape Little Fish’s new brand identity.