The journey behind our brand's punk-inspired transformation — fusing innovation, rebellion, and authenticity.
Rebranding is more than a facelift; it's a fundamental transformation of a brand’s soul and identity. For Journey, the leap from a quick solution logo to a symbol of exponential growth mirrors our own radical evolution. It's here where our rebranding story unfolds.
What began as a modest image refresh swiftly transformed into a profound self-examination of our identity, echoing the essence of Journey itself.
It started as a simple notion of 'let's tweak our image,' but quickly evolved into a profound introspection of who we truly serve and why.
This transformative journey was driven not just by our creative specialists but also by our founder, Trent, who questioned why a team of 20 innovative minds working for clients worldwide wouldn't leverage their own strengths. He emphasised the opportunity for deeper collaboration on a project close to our hearts.
I’ve always found it harder to design things for yourself. It’s hard to be objective, and the possibilities are endless.
Our new logo was more than a visual exercise; it was an embodiment of our mission and a symbol of the clients we proudly champion. Our logo's design is an exploration of the profound journey we undertake with our partners, and it carries a narrative that unfolds in layers of symbolism.
Embedded within our logo is the sequence of '1, 2, to 4,' a visual representation of exponential growth—a fundamental principle that drives our collaborative efforts with clients.
It’s a transition from the linear, step-by-step progression to a dynamic surge forward, readying our clients for a new chapter of expansion. This is where Journey steps in, ready to fuel the fire of growth with strategic marketing and creative innovation.
Our logo zooms out from the concept of a fixed destination.
The three dots serve as dynamic waypoints on an ever-evolving path that we go on with our clients.
In contrast to our previous 'X' marks the spot logo, the trio of dots symbolises an endless journey. It underscores our commitment to guiding our clients through transformative growth, not just to singular achievements but through the countless stages of their business evolution.
Our logo is more than just an image; it is a covenant — a promise that Journey is unwavering in catalysing and accelerating growth.
It is a pledge to assist our clients in not merely advancing but soaring to new heights.
A brand is more than just a logo, and our journey to a punk-inspired brand began with a simple idea: to create an identity that would resonate with both our team and our clients. We sought to capture the rebellious and innovative spirit that drives our founder-based audience, uniting us under a common philosophy.
As we embarked on the creative application of our new brand, we drew inspiration from the raw, DIY energy of 1970s punk posters.
These iconic visuals were more than just images; they were manifestos, declarations of independence, and fervent calls to action. Their boldness and urgency spoke to us, compelling us to infuse our brand with a similar sense of rebellion.
Inspired by punk poster art, we meticulously developed a visual language that honours the punk ethos while adapting it to the modern digital age.
One of the key elements we've embraced is Vintage Cut-outs, featuring carefully selected words and phrases from 1940s and 50s publications, adding a touch of curiosity and innovation to our brand while aligning with our founder-based audience.
These are all hand-cut phrases from magazine clippings I’ve discovered in antique stores and markets and kept aside over the years, waiting for the perfect opportunity to use for a project.
Similarly, we use Black Tape as a visual guide, signalling new sections in digital content, akin to labelling a guitar case or a toolbox, we use these elements for easy navigation on websites and within documents.
Our use of Black and White Halftone Cutouts pays tribute to halftone printing and the creative remixing of limited materials used by punk artists of the 70s. It also serves a practical purpose to unify visuals from varying sources (remote team!) and adding depth and intrigue.
Our Hand-drawn Marker and Pen elements inject a human touch into our digital designs, highlighting essential elements like CTA buttons and headline keywords.
These are just some of the elements that come together and infuse our brand with a sense of history, innovation, and a tactile dimension, bridging the past with the present.
In parallel, we cultivated our anti-agency approach, forged from our determination to challenge the conventional norms of the marketing industry.
Traditional agencies, often bound by rigid structures and slow response times, couldn't keep up with the dynamic landscape. Having witnessed these shortcomings firsthand, we set out to offer something different.
Our commitment to clients is unwavering. We integrate seamlessly into their teams, functioning as their outsourced growth marketing department.
This integration allows us to provide the expertise of strategists, specialists, and executors—all at the cost of a single full-time hire. We prioritise communication, participation in stand-ups, and rapid responsiveness. We're not just a service provider; we're partners, invested in our clients' success.
"I love our new brand and identity. I’ve always been the guy scrapping his way through his career, a rebel with a cause, building the car while we’re driving it.
Our new brand encapsulates our attitude and approach to guerrilla marketing and problem-solving.
While it's visually polished, it intentionally showcases a punk aesthetic.
I was the guy wearing ripped jeans at a keynote in Latvia in front of 800 accountants—ripped jeans was the brand.
For me, it was a way to project a bit of a bad-boy persona, someone confident, unafraid to break the rules, and think outside the box to execute some of the most unorthodox campaigns in the accounting SaaS industry.
We were always finding ways to growth hack our way through problems and we created a space where it was okay to break stuff if it meant we were learning and pushing for a bigger goal—break it, learn from it, go again, adapt, adapt, adapt.
Then COVID happened, and guess what? We had one of our biggest sales years ever. We challenged ourselves, picked up our tools, and got to work with what we had in front of us.
I love the new brand; I think it’s a great representation of who we are and what clients can expect when working with us."
"My approach to branding is all about exploring the abstract, turning over stones that others may not, and communicating those ideas in a simple way.
The intersection of different branches of thinking is where genius happens. This is where brands create new categories for themselves, cutting their own path. Iconic brands are born by appealing to those who resonate with bold decisions and leadership.
The punk idea refused to go away, persisting under many stones despite my attempts to set it aside. It evolved and moulded into what it is now—a handsome brand with many paths leading back to the original nucleus of the idea. At its core, it embodies an authentic, rebellious spirit of innovation.
There’s always risk in doing something new, but there’s also risk in doing the same old thing. I could talk about this endlessly, but suffice it to say that we chose to bet the house on authenticity and swinging big.
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Journey has entered a multi-year partnership with ACCA UK. This collaboration will focus on two key initiatives aimed at enhancing professional growth.
New collaboration to deliver national roadshows and member benefits focused on the future of accounting tech.
Journey, the leading GTM agency for accounting-tech, is proud to announce a strategic partnership with leading global accountancy body ACCA (the Association of Chartered Certified Accountants. This multi-year partnership will see Journey become an events partner for ACCA UK, organising national roadshows and providing exclusive member benefits through access to innovative software solutions.
Journey, renowned for its expertise in go-to-market strategies for accounting technology, has entered a multi-year partnership with ACCA UK. This collaboration will focus on two key initiatives aimed at enhancing the professional growth and technological advancement of ACCA UK members.
The first initiative involves Journey taking on the role of an events partner for ACCA. This partnership will kick off with the 'Accounting Futures' roadshow in October, which will tour six locations across the UK. The roadshow will feature industry experts discussing critical themes such as People, Process, Technology, and Sustainability. Attendees will gain valuable insights and learn directly from peers about building resilient and future-ready accounting practices.
"We are thrilled to partner with ACCA UK on these national roadshows," said Jordan Vickery, Global Director & Head of EMEA at Journey. "Our goal is to provide ACCA members with unparalleled opportunities to engage with industry leaders, explore innovative technology, and equip themselves with the knowledge to navigate the evolving landscape of accounting."
In addition to the events, Journey will collaborate with ACCA UK to offer exclusive member benefits. By leveraging its portfolio of innovative software vendors, Journey aims to provide ACCA UK members with access to the latest technological advancements designed to support their firms and clients effectively.
"Partnering with Journey allows us to deliver significant value to our members," said Mark Jackson, Partnership Development Manager at ACCA UK. "The combination of expert-led events and cutting-edge technology solutions will empower our members to stay ahead in the dynamic field of accounting."
Last year's roadshow organised by Journey attracted over 500 ACCA members from various UK locations, demonstrating the strong interest and demand for such initiatives. This new partnership aims to build on that success and further support ACCA members in their professional journey.
About Journey
Journey is the leading GTM agency for accounting tech globally. SaaS leaders work with Journey to accelerate revenue growth, scale brand awareness and eliminate wasteful spend using 30+ years of proven playbooks, industry knowledge and global connections.
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Journey have been announced as the marketing partner to help launch Tax Torch in order to revolutionise real-time tax planning for accounting professionals.
London, UK, [10th July]: Journey, the leading go-to-market (GTM) agency for accounting-tech, is proud to announce its partnership with Tax Torch, a real-time and proactive personal tax planning product set to launch in September/October 2024. This partnership aims to provide accounting professionals with new tools to deliver personal tax planning at scale.
Tax Torch offers a suite of features designed to simplify and enhance the tax planning process, allowing accountants to deliver proactive advice and real-time updates to their clients. This innovative product is expected to set a new standard in the industry, helping firms & their clients to stay ahead of the curve in an ever-evolving financial landscape.
"Journey is excited to support Tax Torch in their mission to transform tax planning," said Jordan Vickery, Global Director & Head of EMEA at Journey. "Our experience with over 20 vendors across the UK, Australia, and the United States positions us perfectly to help drive the success of this innovative product in the accounting channel."
Robert Davidson, Co-Founder of Tax Torch, added, "Partnering with Journey ensures that our product reaches the right audience and achieves its full potential. Their expertise in the accounting-tech market is invaluable as we prepare for our launch."
About Journey
Journey is the leading GTM agency for accounting tech globally. SaaS leaders work with Journey to accelerate revenue growth, scale brand awareness and eliminate wasteful spend using 30+ years of proven playbooks, industry knowledge and global connections.
About Tax Torch
Tax Torch is a new cloud-based personal tax planning product, combining an individual's personal income, business performance and goals. Tax Torch aims to create consistency and value while lowering the barriers of entry and making easy tax planning available to all.
Journey teams up with Digital Accountancy Show to enhance event growth and exhibitor engagement.
Journey, the leading go-to-market (GTM) agency specialising in accounting technology, is excited to announce a strategic marketing partnership with the Digital Accountancy Show. This collaboration aims to drive attendee growth for the show and offer exclusive support packages to exhibitors, to ensure they maximise their ROI.
The Digital Accountancy Show, now heading into its fifth year after four consecutive sell-out shows, is poised to continue its growth as a staple part of the UK accounting events calendar, with Journey acting as its marketing engine.
As well as handling all aspects of marketing for the show, Journey will also be supporting the show's 100+ exhibitors with exclusive support packages, including product messaging, stand design, pre-show communications, and follow-up strategies.
"Having worked with Dan and the team in a consulting capacity for 4 years as their Head of Content, it makes complete sense for Journey and our incredible agency team to step in to support the show's ambitious growth targets and plans for 2025” said Jordan Vickery, Global Director and Head of EMEA at Journey. "With our experience supporting 20+ vendors globally with their GTM, we’re also in a great position to be able to support the show's exhibitors to ensure they maximise their value from the event with clear positioning, marketing, and exhibition design"
Dan Cockerton, Founder of the Digital Accountancy Show, added, "Journey's proven track record in the accounting tech space makes them the perfect partner for us. Their approach and deep understanding of our profession will undoubtedly help us take the show to new heights in 2025."
You can learn more about the packages available for exhibitors here.
About Journey
Journey is the leading GTM agency for accounting tech globally. SaaS leaders work with Journey to accelerate revenue growth, scale brand awareness and eliminate wasteful spend using 30+ years of proven playbooks, industry knowledge and global connections.
About Digital Accountancy Show
The Digital Accountancy Show is your front row seat to the future of accounting & finance. Join them on the 1st and 2nd April 2025 in London to join 4000+ of your peers at the leading technology conference like no other.
