Messaging and Design Bring Clarity to The Claro Group’s Brand

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The Claro Group emerged from a former Big Four accounting firm as a major international provider of economic and financial consulting services. Claro clients are law firms, governments, institutional investors and corporations in major litigation, antitrust disputes, and large-scale insurance challenges. Read more here.

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LBMC: Make a Good Business Better

By Greenfield/Belser
August 6, 2015
LBMC: Make a Good Business Better

LBMC approached Greenfield/Belser almost one year ago, seeking a fresh look and brand to accompany a leadership transition. The 30-year old accounting firm felt their brand was dated and didn’t reflect the innovation and growth occurring within the firm. We began the endeavor by interviewing the firm’s management team, leading partners and marketing team. We wanted to know what made the firm unique.

What we discovered was the firm, called Lattimore Black Morgan & Cain, had a laundry list of business services, all housed under individual LLCs. The lack of a cohesive brand, naming convention and central website made it difficult to explain to clients all of the services LBMC could provide. Second, we discovered the entire company is centered around making a good business better by providing traditional audit, tax and advisory services, but also technology, staffing, back-office and information security services. A very unique firm!

We began by designing a family of logos for them, each LLC being identified by their unique color and name:

LBMC logos


Second, we dressed the companies, making new stationery suites, notecards, labels, proposal documents, signs and brochures for each LLC

LBMC stationary

LBMC proposal system


Lastly, the company needed not just one website, but a website for each LLC, so nine websites in total. We enlisted the development gurus at Saturno Design to help architect and build the interconnected websites. Biographies, resources, about pages and services are shared, while each site maintains it’s own URL and independence under the LBMC family of companies. A few of our favorite pages are below. And did we mention it’s responsive?

LBMC homepage

LBMC attorney bios

LBMC mobile

In the words of our client and LBMC’s Director of Marketing, Leisa Gill, “This brand is exactly who we are: it is innovative, it is forward thinking, put simply, it is us. The world today is a noisier place with more distractions. The new LBMC brand, materials, and website are designed to capture the imagination of our clients—and draw their attention to our core value propositions.” Well done LBMC!