Smit & de Wolf

Website and rebranding
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In the past 43 years, Smit & de Wolf managed to establish a strong and respected position in the field of tax and accountancy.


Due to a transfer of the company to the sons of the founders, it was a logical step to rethink Smit & de Wolf’s current brand position and visual communication across online and offline channels. Therefore, Smit & de Wolf asked Vi.  to design and develop a website and create a visual identity


As we would design for an organization with a rich history and varied client demographics, we kept the following primary objectives in mind:

  • Recognizable: for young as well as older clients
  • Simple: less is more
  • Digital: friendly across all mediums and devices.

Redefined brand identity

Besides a modernized visual appearance, the tone of voice from Smit en de Wolf has also been upgraded to today’s standards. By facilitating hands-on branding workshops together with the board members, a new brand manifest and brand purpose were defined, leading to a clear proposition guidebook.

This redefined brand identity played a key role in redesigning and developing the website, but will also serve as a guideline for creating new assets such as prints, ads, and new interior design for the company’s office.


In today’s digital strategy, web architecture and user flow play a key role in ranking higher and being more visible than an organization’s competitor This is why a lot of focus has been put on optimizing the underlying structure and the visible copy on Smit & de Wolf’s website.

This resulted in an intuitive navigation experience and a top ranking in Google search. From now on, both existing clients and future customers can use the website to get consulting on legal and financial topics, resulting in a personal touch and trusted relation both in real life and online.

Logo design

Because Smit & de Wolf has been around for more than 40 years, the company has a wide range of clients. The customer base consists of both old and new (young) customers.

That is why when designing the logo it was important to renew and rejuvenate the logo, without losing its recognisability.


Visual identity

The logo is a part of their new visual identity. A lot of items have been designed, such as business cards, folders, and mailing paper.

The style of these elements corresponds to the overall new look & feel of Smit & de Wolf.

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