PAL had built strong relationships with clients through practical advice and down-to-earth service. But their brand told a different story. The old identity felt rigid and overly corporate, which didn’t reflect who they were or how they worked.

       We were brought in to help make the brand feel more human. Through strategy and design, we repositioned PAL as a modern advisory partner that speaks the language of small business owners. We shifted the tone of voice to feel confident, clear and relatable. Messaging focused on cutting through the noise and helping clients feel supported and informed.

        Visually, the new identity introduced a softer, more approachable design system. A clean typeface and warm palette helped strip away the formality. Illustrations became a key part of the brand, used to simplify complex ideas and create a more personal, engaging experience across the website and wider touchpoints.

We also overhauled the website structure and copy. The new site is clear, easy to navigate and built to convert, giving PAL a platform that finally reflects the value they bring to the table.

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