THE JUST BALANCE isn't just any bookkeeping firm.
It's a bookkeeping firm with integrity at its heart. Based in South Carolina and servicing small businesses across the nation, the firm’s founder, Adam Bailey, wanted the brand to feel professional, dignified, and honest, in keeping with the firm's mission:
"To bring order and clarity to the small business owner's finances through accurate bookkeeping, clear reporting, and professional guidance, and to provide the confidence the owner needs to make wise decisions and grow his business."
We worked with Adam and the Just Balance to develop a brand identity that is the embodiment of integrity, absolutely blows the competition out of the water, and feels high-class, trustworthy, and approachable, all at the same time.
Here is what we did.
THE JUST BALANCE isn't just any bookkeeping firm.
It's a bookkeeping firm with integrity at its heart. Based in South Carolina and servicing small businesses across the nation, the firm’s founder, Adam Bailey, wanted the brand to feel professional, dignified, and honest, in keeping with the firm's mission:
"To bring order and clarity to the small business owner's finances through accurate bookkeeping, clear reporting, and professional guidance, and to provide the confidence the owner needs to make wise decisions and grow his business."
We worked with Adam and the Just Balance to develop a brand identity that is the embodiment of integrity, absolutely blows the competition out of the water, and feels high-class, trustworthy, and approachable, all at the same time.
Here is what we did.
The Logo Suite
This logo suite was inspired by the Just Balance’s name and desire to be seen as a dignified, fair, honest, trustworthy, and professional financial partner. The combination mark combines strong, regal, and honest typography with a representation of a perfectly balanced sword, which represents justice and fairness.
The entire combination mark is framed in the shape of a vertical rectangle, which conveys a feeling of strength, structure, clarity, and discipline. (The word “rectitude”and “rectangle” share the same root word.) Finally, the halo and rays of light reflect the Just Balance’s commitment to honesty, transparency, fairness, and justice.
This logo suite was inspired by the Just Balance’s name and desire to be seen as a dignified, fair, honest, trustworthy, and professional financial partner. The combination mark combines strong, regal, and honest typography with a representation of a perfectly balanced sword, which represents justice and fairness.
The entire combination mark is framed in the shape of a vertical rectangle, which conveys a feeling of strength, structure, clarity, and discipline. (The word “rectitude”and “rectangle” share the same root word.) Finally, the halo and rays of light reflect the Just Balance’s commitment to honesty, transparency, fairness, and justice.
The Project
Color Palette & Typography
This color palette was designed to make the Just Balance feel professional, reliable, dignified, competent, and diligent. Navy blue feels strong and professional, and maroon feels regal, rich, and luxurious—which helps people intuit that the Just Balance’s financial services are a good investment with a solid ROI. Gold also feels luxurious and regal, while cream provides a nice, natural contrasting color to all the others.
These typefaces look beautiful together while also feeling grounded, timeless, wise, honest, and trustworthy. Headlines and subheadlines are written out in Palmer, which is the font used in our logo. Palmer feels strong, regal, and dignified. Our secondary font is Junicode (secondary fonts are used for body copy). It pairs very naturally with Palmer, and works well as a body font because it’s extremely readable. It feels trustworthy because it’s an old-feeling serif font—the type of font that has been used in printed publications and engravings since Roman times.
This color palette was designed to make the Just Balance feel professional, reliable, dignified, competent, and diligent. Navy blue feels strong and professional, and maroon feels regal, rich, and luxurious—which helps people intuit that the Just Balance’s financial services are a good investment with a solid ROI. Gold also feels luxurious and regal, while cream provides a nice, natural contrasting color to all the others.
These typefaces look beautiful together while also feeling grounded, timeless, wise, honest, and trustworthy. Headlines and subheadlines are written out in Palmer, which is the font used in our logo. Palmer feels strong, regal, and dignified. Our secondary font is Junicode (secondary fonts are used for body copy). It pairs very naturally with Palmer, and works well as a body font because it’s extremely readable. It feels trustworthy because it’s an old-feeling serif font—the type of font that has been used in printed publications and engravings since Roman times.
Closing Thoughts
The Just Balance is well-positioned as the first choice over and against its competition. With great service and a brand designed to feel honest, trustworthy, premium, and irresistible, there is next to nothing standing in the way of their success. ✦
The Just Balance is well-positioned as the first choice over and against its competition. With great service and a brand designed to feel honest, trustworthy, premium, and irresistible, there is next to nothing standing in the way of their success. ✦
Testimonials
Good people trust us…
…and you can too.
Joshua is highly professional and very thorough in his work. Working with Resurrection Design Co. helped me greatly toward defining and building my brand properly. You’re in good hands here!
Andrew Yarbrough
CEO of Shut Up & Play Music
In the two projects he has done for me, Josh at Resurrection Design showed himself to be competent, conscientious, talented and reliable. I would not hesitate to hire him again[.]
Kenneth Griffith
Historian at Creation History
Josh was superb . . . He went above and beyond what was asked, was timely, had great creativity in the build, and carried a great attitude the entire time. I had total confidence that he would do an exceptional job, and he did not disappoint.
Marc Falmer
CEO of the Walking Onion Farm
The quality was excellent. The communication was thorough. Collaborating with this graphic designer was a smart business decision.
Matthew Henderson
CEO of Henderson Media, LLC
Joshua of Resurrection Design, Co. was absolutely fabulous. He really helped me encapsulate the personality of my company and brought my vision to life. . . . I would highly recommend his services!
Amber Yarbrough
CEO & Creator of Sprinkles & Friends
Josh is an incredibly creative individual who cares deeply about providing top-notch care for his clients. He built our logo suite to be truly personalized to our company's brand and future. Go to Josh if you want your brand to shine.
Bruce Johnson
CEO of Advent Digital Solutions
Testimonials
Good people trust us…
…and you can too.
Joshua is highly professional and very thorough in his work. Working with Resurrection Design Co. helped me greatly toward defining and building my brand properly. You’re in good hands here!
Andrew Yarbrough
CEO of Shut Up & Play Music
In the two projects he has done for me, Josh at Resurrection Design showed himself to be competent, conscientious, talented and reliable. I would not hesitate to hire him again[.]
Kenneth Griffith
Historian at Creation History
Josh was superb . . . He went above and beyond what was asked, was timely, had great creativity in the build, and carried a great attitude the entire time. I had total confidence that he would do an exceptional job, and he did not disappoint.
Marc Falmer
CEO of the Walking Onion Farm
The quality was excellent. The communication was thorough. Collaborating with this graphic designer was a smart business decision.
Matthew Henderson
CEO of Henderson Media, LLC
Joshua of Resurrection Design, Co. was absolutely fabulous. He really helped me encapsulate the personality of my company and brought my vision to life. . . . I would highly recommend his services!
Amber Yarbrough
CEO & Creator of Sprinkles & Friends
Josh is an incredibly creative individual who cares deeply about providing top-notch care for his clients. He built our logo suite to be truly personalized to our company's brand and future. Go to Josh if you want your brand to shine.
Bruce Johnson
CEO of Advent Digital Solutions
Testimonials
Good people trust us…
…and you can too.
Joshua is highly professional and very thorough in his work. Working with Resurrection Design Co. helped me greatly toward defining and building my brand properly. You’re in good hands here!
Andrew Yarbrough
CEO of Shut Up & Play Music
In the two projects he has done for me, Josh at Resurrection Design showed himself to be competent, conscientious, talented and reliable. I would not hesitate to hire him again[.]
Kenneth Griffith
Historian at Creation History
Josh was superb . . . He went above and beyond what was asked, was timely, had great creativity in the build, and carried a great attitude the entire time. I had total confidence that he would do an exceptional job, and he did not disappoint.
Marc Falmer
CEO of the Walking Onion Farm
The quality was excellent. The communication was thorough. Collaborating with this graphic designer was a smart business decision.
Matthew Henderson
CEO of Henderson Media, LLC
Joshua of Resurrection Design, Co. was absolutely fabulous. He really helped me encapsulate the personality of my company and brought my vision to life. . . . I would highly recommend his services!
Amber Yarbrough
CEO & Creator of Sprinkles & Friends
Josh is an incredibly creative individual who cares deeply about providing top-notch care for his clients. He built our logo suite to be truly personalized to our company's brand and future. Go to Josh if you want your brand to shine.
Bruce Johnson
CEO of Advent Digital Solutions
