Andy Henton grew his CPA firm, Henton & Associates, from a solo practice to over a dozen employees over the past two decades. As a professional services firm built on reputation and word of mouth, his brand rarely had to speak for him. But with a growing team in place, he quickly realized the business’s branding didn’t match its value.
The logo wasn’t bad; it was just stale. And the website had become something to apologize for, rather than point people toward. When new hires joined the team, the idea of reworking the old site from the inside out didn’t feel practical or effective.
Andy had tried a makeover once before, with an agency his wife knew through work. The experience left him feeling like an afterthought: overcharged for what they delivered, pushed to the back of the line, and handed something that didn’t quite fit.
When the brand image gap became too hard to ignore, he asked around, heard our name a few times, and decided to have a conversation.
We handled the full rebrand: identity system, website, and branded collateral that went well beyond what Andy’s expectations. He came in braced for a transactional hand-off — logo in one hand and a “good luck!” in the other. What he got instead was a structured, collaborative process with recurring check-ins that kept the project moving, and gave him enough room to make good decisions without getting lost in them.
The reaction internally was immediate and unanimous. Every employee responded well to the direction. His wife Elizabeth, who has since joined Henton & Associates as Marketing Director, gave it her highest marks, and she’s spent years working alongside designers and creative teams. That kind of praise means something different when it comes from someone who does this for a living.
And our relationship didn’t end at the brand launch. Henton & Associates has been a client ever since, trusting us to handle ongoing marketing strategy, content, and online visibility alongside Elizabeth. A full site rebuild is also in the works, to support the firm’s thought leadership and AI-optimization goals.
TL;DR
"Your branding is the first thing everybody sees ...
and it’s just too important to get wrong. Now I pay more attention to other people’s branding because it really shows how much they value their own company.”
