The branding needed to reflect the extent of the company, but it also needed to be intelligent. As our client put it ‘people need to talk about this across the water cooler’, no pressure then! We began extensive research into the very fundamentals of accountancy and gradually uncovered the godfather (and Leonardo DaVinci’s chum), Luca Pacioli, who invented double entry accounting. Nice. Much more importantly however he invented a ‘perfect’ font, instantaneously giving us a basis for our assignment.