Opportunity: Many small and mid-size business owners know the challenge of managing their paperwork on top of daily operations. At what point do you hire staff for each of these needs? Magnolia Management Group fills this gap for their clients, managing bookkeeping and accounting, payroll, and other business operational services so owners can focus on their clients.

The Change: It was essential to appeal to a well-informed group of C-suite business managers and avoid any tired associations with magnolia flowers. To support their steady growth and ambitious goals, we focussed on developing a mark that showed them as an established brand while remaining accessible enough to appeal to a diverse array of businesses, ranging from schools to mechanics. We avoided iconography to develop a monogram mark that drew inspiration from classical architecture to create a sense of establishment and trust with the brand. Careful attention was paid to typography and printing, where specialty papers and gold foil portray the sophisticated nature of the brand. 

Impact: Since relaunching the brand in 2018, Magnolia Management has grown to earn over a quarter million annually in net revenue.