GMK Partners

Brand / Design / Digital

GMK Partners is one Australia’s premier chartered accounting firms. GMK Partners is a BRW Top 100 firm led by highly respected industry professionals to deliver expert advice.

The brief

Since 1979, GMK has been building long-term relationships through providing quality advice for business, professionals and individuals. In response to a name change in 2010, GMK Partners saw an opportunity to revitalise the brand. As a modern, dynamic and prestigious firm, GMK required a brand identity to compliment their strong position in the market.

The approach

Working with GMK Partners to understand their history, client base and vision provided a solid foundation for developing the new GMK brand identity. Undertaking a competitor analysis, rounded off the research to ensure that GMK Partners was being accurately positioned in a competitive context.

The result

A customised typographic treatment was developed to reinforce the personal nature GMK Partners takes with their client base. The crafted word mark is now the bold face to the accounting firms brand. A supporting brand visual language was developed, utilising the firm’s offices as a point of reference. A series of organic transparent shapes are used in tones of olive, purple, gold and grey to reinforce the boutique and prestigious nature.

A brand style guide was established and the new identity was rolled out across all printed and digital collateral.

The success of new GMK website is the result of a strong planning, content design and copywriting. Supported by a professional photoshoot and art direction, the result is a well balance designed that attracts both high quality clients and job candidates.

Kentico CMS allows GMK to update the content internally.


Expertise Used

  • Brand development
  • User experience
  • Digital strategy
  • Website development
  • Social media strategy
  • Mobile site development

“The friendly and approachable nature of the Lemonade team made them a pleasure to work with. Their innovative ideas and ability to communicate effectively to 'non-design' folk to help understand their vision is an additional benefit to their superb work, as well as their thorough understanding of a total design solution across all print and digital mediums.”

Tamara Ben-Moshe Marketing Manager - GMK Partners

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