{"id":2629,"date":"2021-07-05T14:06:14","date_gmt":"2021-07-05T14:06:14","guid":{"rendered":"https:\/\/klaar.me\/rebranding-kui-oluline-osa-klaar-me-ettevotte-arengus\/"},"modified":"2025-08-25T05:07:07","modified_gmt":"2025-08-25T05:07:07","slug":"the-importance-of-rebranding-in-the-development-of-klaar-me","status":"publish","type":"post","link":"https:\/\/klaar.me\/en\/the-importance-of-rebranding-in-the-development-of-klaar-me\/","title":{"rendered":"The importance of rebranding in the development of Klaar.me"},"content":{"rendered":"
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It has been a few months since Klaar.me launched its new name and corporate identity on the market. In Klaar.me, the rebranding project was led by Liis Laanesaar, head of operations and service development, and Kairit Kasepuu, CEO. The partner for developing the design, concept and story was the design studio BYNEW. The need for rebranding arose after the company fully transformed its existing accounting service and it was necessary to come up with a unique design and story for the new identity.<\/p>\n\n\n\n

Liis Laanesaar says that there was no hesitation in spite of such massive changes. \u201cWe were convinced that we are on the right path and that we need a new bold visual identity and name to fulfil our bigger mission \u2013 to offer an entirely new level of accounting service,\u201d she says. Ronald Uus, designer, creative strategist and CEO of BYNEW, adds that their team was impressed with the energy of Klaar.me and commitment to differ from competitors. \u201cThis created a basis for doing something quite different. For me it was very important that both Liis and Kairit wanted and were ready to contribute their time to participate in the creative process. They were actively involved in the creative part, while fully trusting us – I believe that this kind of cooperation gives good solutions and the new brand of Klaar.me is an excellent example of this,\u201d says Uus.<\/p>\n\n\n\n

Challenge: how to modernize an image based on stereotypes?<\/strong><\/strong><\/h3>\n\n\n\n

\u201cAccounting and financial management are businesses which are normally associated with complex Excel spreadsheets, color-coded thick folders on shelves and grumpy poorly communicating bookkeepers working in boring grey offices,\u201c says Liis Laanesaar, adding passionately: \u201cAt Klaar.me we offer a totally different image. Our office at Uus-Veerenni is very modern and we have no shelves with folders and piles of invoices since all our accounting systems are electronic. If you visit us you will be surprised at how the whole atmosphere reminds the world of start-ups,\u201d adds Laanesaar. \u201cWe wanted our new brand to emphasise the openness, innovation and freshness in everything that the all-female Klaar.me offers,\u201d says Uus, adding: \u201cAnd like the new brand of Klaar.me, we are innovative, friendly, modern and professional.\u201d<\/p>\n\n\n\n

\u201cOur visual identity reflects these keywords both in a small smile hidden in our logo and in the fresh-looking colour palette. It was also very important to find the right typeface that looks both professional and is powerful contrast to the pastel colours. As the whole brand was playful, we also created exciting wordplays with the name Klaar that we have uploaded on our webpage. The reason why we chose this word for the name (in Estonian, \u201cklaar\u201d means \u201cclear\u201d) was to emphasize the transparency of our services. It means that the customers can at any time log into their account and get an overview of the state of affairs. In addition to creative wordplays it was important that the service packages displayed on the website are clearly structured and presented. We also wanted to show the people who are behind Klaar.me. At the end of the day you need to have total trust in your accounting service provider and without transparency it cannot be done,\u201d adds Uus.<\/p>\n\n\n\n

Result: customers now find Klaar.me themselves<\/strong><\/strong><\/h3>\n\n\n\n

RoRonald Uus says that rebranding itself will not make a business grow. For that to happen the company must have a good product or service, and a strong brand will give the company self-confidence and a reliable image so it can tell its story and sell to customers.<\/p>\n\n\n\n

\u201cMe oleme hea n\u00e4ide elust enesest, et head br\u00e4ndi koos kvaliteetse sisulise poole, \u00e4geda v\u00e4ljan\u00e4gemise ja \u00f5igete \u201cWe are a good example of how a good brand together with quality content, modern image and the right values help sales,\u201d says Laanesaar. \u201cWhile previously about 95% of our new customers were recommended by our existing customers, there are now more and more customers who have googled us and discovered our homepage,\u201d she adds. \u201cI am very happy as it demonstrates that BYNEW did a great job in giving us an image that embodies our essence, that people relate to and that attracts new customers. \u201cAs head of development, I can now streamline our work processes to increase the efficiency of the workflow for us and our customers. <\/strong>I lookforward with excitement to developing our work processes,\u201d says Laanesaar with optimism. <\/p>\n\n\n\n

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