A refreshed identity which raises the bar for business software branding, one shade of red at a time.
Accountancy isn’t exactly known as an exciting field. Neither is the business software it uses. Yet, they’re both indispensable. And Exact’s bread and butter. As the market leader, Exact gets to set the industry standard–and has to continuously raise the bar. Their rebranding reflects this position. We brought back red as the brand’s foundation, paired with more refined typography and an overall minimalised approach to design. To give these elements something sturdy to stand on, we introduced a new visual device; the baseline, which reflects Exact’s accurateness. In photography, we’re not showing bookkeeping, but the world of work where the software is used.
