case study:
Freescape Accounting
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project type.
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project overview.
Freescape Accounting is a brand-new business established to bring a personal touch to accounting services. It aims to empower individuals and businesses by making their finances clearer, more manageable, less time-consuming, and ultimately less stressful.
Having founded Freescape Accounting (formerly Beancounting Ltd) in mid-2024, Managing Director Keith wanted to ensure he launched his business on the right foundations, putting his best foot forward from the very start.
This desire set in motion a journey with tinyBox Creative, spanning the tinyBox Brand Dive workshop, the development of creative brand concepts, and the crystallisation of the chosen concept into a unique and engaging website.
It has been a truly rewarding experience working with Keith to bring his vision for the business to life through compelling messaging, unique visuals, and a website he can be proud of.
Continue reading this case study for a deep dive into the project and to discover what the journey could look like for you and your business if you choose to work with tinyBox Creative.
the tinyBox brand dive workship.
Through the tinyBox Brand Dive Workshop, we explored four foundational pillars: Exploring the Current You, Crafting the New You, Analysing the External Landscape and Making Impact Part of Your Brand DNA.
Upon taking a deep dive into the Freescape Accounting business at this seedling stage, it became clear that founder, Keith had a passion to help people beyond accounting and compliance. This caring nature and motivation to give clients freedom was not just for freedom’s sake, but specifically so they could be free to re-discover and enjoy what they do best.
Exploring the short and long-term goals of the business was an illuminating exercise. Being able to articulate where you are heading and the motivation to get there acts as a great foundation to base brand story telling communications from online and beyond.
From there, we were able to craft compelling mission, vision, values and value proposition statements. These really captured the essence of what Freescape Accounting is all about and serve to communicate a unified trajectory both internally and externally of the business.
The audience identified was made up of small business owners with a view to niche into the creative sectors. This strategy was born out of Keith’s own musical background, giving him a unique understanding of how to serve this audience with maximum impact.
When it came to brand impact, even in these early stages of the business, it was identified that financial literacy is something that the business can sow its expertise into in the future. By helping the local and wider community be better educated in handling finances, Freescape accounting can make an impact beyond making a profit!
mission.
“Our mission is to instil freedom and confidence in small business owners by replacing apprehension around finances with trusted accounting and planning services, freeing them from unnecessary money stress.”
vision.
“To be among the go-to accounting firms in Birmingham that educates and equips the UK’s small business leaders with the financial support and tools they need to thrive and have confidence in the future”
values.
F – Fredom, R – Reassuring, E – Empowering, E – Empathetic, D – Dilligent, O – Objective, M – Measured.
value proposition.
“We help small business owners and sole traders get back to doing what they love using our accounting, planning and advisory services, creating the freedom to thrive.”
the brand phase.
With the solid foundation put in place in the tinyBox Brand Dive Workshop, we were able to move confidently into the creative concepts phase. We identified a clear theme of freedom for Freescape Accounting’s clients. Freedom to get back to doing what they were put on earth to do, away from finance stress and administration.
We created three distinctive brand concepts. The first was conservative, meeting the brief, and the second two pushed the envelope further to see what was possible.
Each concept consisted of a unique logo and proposed company name, brand imagery, typefaces and colours showcased in billboard posters. Alongside each concept was an accompanying rationale outlining clearly why this concept would work for the audience streams we established in the workshop.
Seeing each proposed brand avenue “in the wild” really gave Keith a clear window into what was possible.
concept b.
This concept was aimed exclusively at the creative sector. Vibrant imagery was displayed of creatives doing what they love instead of being bogged down by money worries and bookkeeping. Images were presented in pillars in a mosaic style to connote a sense of community and free-flowing creativity. The logo mark circles were representative of lenses, a paint palette and coins for accounting.
Creatives aren’t always positioned well to manage themselves as a business. This is especially true when it comes to accounting and bookkeeping. As a result, these creative professionals are bogged down by money stress and lack of clarity concerning the future.
In this concept, Create Accounting (The proposed company name in this concept) was positioned to offer founder-focused accounting services and support ranging from (but not limited to) annual accounts to bookkeeping to financial forecasting.
When Create Accounting is managing all of your accounting and finances, you can unplug from money stress and focus on doing what you love every day. Unburdened by time-consuming business finance, your creative work will gain the space to reach new heights.
Upon further discussion and reflection, it was decided to evolve the concept to reach a wider audience. Enter Freescape Accounting. This refinement of concept B gave Keith the flexibility to reach small business owners from more industries, whilst retaining the ability to use the original concept to target creatives with specific campaigns.
‘Leave numbers behind and dare to dream’ became the refined tagline as it captures the essence of what Freescape Accounting is striving to achieve. The tagline appeals to a broad demographic of small business owners dreaming of what could be, free of avoidable financial stress.
a message crafted for connection.
As with all tinybox creative brands, a set of branded headlines were created to become the powerhouse of all communications on the Freescape Accounting website and beyond. Think pull up banners, business cards, social media ads. With a consistent message, you’ll strike right chord with the right audience.
the website phase.
Once the chosen brand concept was finalised, it was time to bring it to life in a vibrant and engaging, low-carbon website.
As a start-up, our baseline website package was the perfect fit. Upon selecting a professional Elementor website template kit to work within the WordPress platform, we worked with Keith to agree on which pages were to be included and what key information needed to be communicated.
Templated websites are great for businesses early in their journey. They don’t offer the user experience design required for more established businesses, but they provide the solid foundation for a business to start telling its story online.
We created striking bespoke imagery that is unmistakably Freescape Accounting for the website’s hero banners that worked in tandem with the branded headlines created in the brand phase. The story was beginning to be told!
This project, along with all tinyBox Creative website packages included targeted website copy written in the agreed brand tone of voice.
The Freescape Accounting website is built with a clear structure and journey, encouraging engagement from the right audience. The business is now equipped with a website that communicates not just services, but a unique mission that will create connections!
website performance.
All metrics correct as of website launch 31.1.25
98
performance.
Performance measures how quickly your site loads. Faster sites improve user experience and rankings. Google analyses speed, images, and server response, suggesting improvements to keep visitors engaged and reduce bounce rates.
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accessibility.
Accessibility ensures your site works for all users, including those with disabilities. It checks readability, screen reader support, and navigation, helping improve user experience, reach, and compliance.
98
best practices.
Best Practices cover security, code quality, and modern web standards. Google checks for secure connections, outdated technologies, and errors, ensuring your site is safer, faster, and more reliable.
98
SEO.
SEO improves search rankings by optimising page structure, mobile-friendliness, and meta descriptions. A well-optimised site attracts more visitors, enhances visibility, and improves user experience.
the website home page that achieves a website carbon rating of A.
Website carbon result from websitecarbon.com
client testimonial.
Cannot recommend highly enough. Mike goes right to the very core business values with the brand development, some which you never even knew you had! The authenticity in the output is top class, and it’s not limited to a website but my experience has brought the entire personality of the business to life. As a new company and starting out, the confidence that the journey has brought out has been immense. So big big thanks.”
Keith Owen
Managing Director, Freescape Accounting
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I recently went through the tinyBox Brand Dive Workshop and the experience was absolutely amazing and the value I received is immeasurable. The genuine interest in my business and experience in branding & messaging resulted in me.
