Rebranding a well-rooted accounting firm

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.


Smit & de Wolf



  • Concept
  • Brand Purpose
  • UX Design
  • UI Design
  • Graphic design (Logo, Stationary)
  • Development
  • Maintenance


  • Vidar Daniels
  • Victor Eekhof
  • Niels Vrijhoeven
Smit & de Wolf


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.

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

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.

Smit & de Wolf
Smit & de Wolf

When designing the logo it was important to renew and rejuvenate the logo, without losing its recognisability.

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.

Smit & de Wolf

Web design

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.

Smit & de Wolf
Smit & de Wolf



1 min 30

Average time on website


Pages per session

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