Resound Launches Authentic Rebrand for Accounting Firm Henry+Horne

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Local Brand Agency Helps Accounting Firm Start the New Year with a New Brand Identity

Henry+Horne CPA firm has been providing stellar financial services to the Phoenix area since taxes were done on ledgers and carbon paper – over 60 years ago. In 2015, they approached Resound (a branding and experience design agency).

The problem? Henry+Horne was losing its title as Arizona’s largest, locally-owned CPA firm. In addition, they hadn’t rebranded in over 30 years – their brand image no longer reflected the values and personality of a forward-moving, highly relational CPA firm. Henry+Horne is relational, trusted, steady, smart, responsive, and confident. They value people above all else.

They needed to overhaul their outward-facing image (including their website) and modernize their brand to better connect with customers. They also hoped to drive more traffic to their website and witness an uptick in their business.

After developing and refining a few ideas, Resound landed on a new logo mark featuring four H’s woven together (and a ‘hidden’ H in the center). Resound selected a humanist sans serif font to present a friendly and professional appearance. The new primary color, a bright Kelly Green, is highly approachable and intensely positive. The complimentary colors (turquoise and amethyst) connote a “bright” and “fun” appearance. All this works together with a subtle plus sign to reinforce the new visual identity.

A new tagline, “Offering you more”, puts the client at the center of attention, with a connotation that there’s more to Henry+Horne than financial services. Their brand voice is now considerate, knowledgeable, and human.

Jaimi Koechel, Director of Marketing for Henry+Horne, says that working with Resound on the firm rebrand was a great experience. According to Jaimi, "They didn’t just want to give us a pretty logo, they wanted to understand our firm, our industry, our reputation with clients, our team members, and the community. Resound made the whole process, from the brand audit through the launch, run very smoothly. Their team is creative and professional. I am very excited with the final product we received from Resound.”

Once the brand was solidified, Resound and Henry+Horne tackled a new website. Their previous site lacked a purposeful user flow and featured way more content than was helpful for the average user. Resound worked closely with the Henry+Horne team to update the design and consolidate the content. The mobile experience also got an upgrade, going from a very simple contact page to a full site, allowing for greater accessibility for users and greater discoverability through search engines. Upon launch, Henry+Horne received:

  • over 1,200 sessions in the first three days of launch
  • a 23% increase in pages viewed
  • a 20% increase in users’ average time on the website
  • a 620% increase in visits to the "Services" page
  • a 600% increase in visits to the "Leadership" page

“We are very happy with the outcome of our rebrand. Resound did a phenomenal job of helping us come up with the best way to communicate who we are as a firm to clients, prospects and the community. Having a defining voice means that everyone knows our most important value – people and relationships. We also love the new logo, website, and other visual elements. Resound did a great job showing that we are truly a modern, innovative accounting firm.”
– Chuck Goodmiller, CPA, Co-Managing Partner, Henry+Horne

Check out the new site at

As if they needed a cause for more celebration, Henry+Horne also received the 2016 Arizona’s Most Admired Companies Award (based on leadership contribution and employee, customer, and community opinions) and was named a Best of the Best Firm, moving up 13 spots on the list of Top 200 Firms by Inside Public Accounting.

Henry+Horne is a firm of real people who care about other people, and who build real relationships (treating their clients like part of the family). It’s a firm of people who are trusted, having had a voice in the Phoenix community for over 50 years, ready to advise and share from years of experience.

They finally have a brand worthy of their outstanding service.

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Mike Jones
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