Accompany builds a world of orderly wonder for portfolio platform Summ

The Brand Identity: When Sydney-based studio Accompany sat down with the team behind Crypto Tax Calculator, the platform was already serving hundreds of thousands of users across 26 countries. The product had also grown well beyond its name, from a tool working out crypto tax obligations to a sophisticated portfolio management platform. With new crypto tax regulations taking full effect in the United States, the business saw the opportunity to close the gap between what the product was called and what it delivers. The rebrand includes a new name, visual identity, verbal system and illustration suite.

It’s a complete overhaul that repositions the platform as Summ, a word chosen after an exhaustive naming process that started with hundreds of directions. “Names ranged from descriptive and representational to metaphorical, and even neologisms,” Executive Creative Director Linda Jukic explains. “We winnowed this list to a shortlist of about 20, then five.” Those final contenders were stress-tested through drafted brand manifestos, messaging explorations and even trials of how each name sounded in daily conversation between partners and team members.

The ultimate filter was practical: the name had to secure a clean .com URL and pass rigorous global trademarking. Summ cleared every hurdle. It reads as intuitive and approachable – a nod to the cumulative effect where every asset, liability and risk is accounted for, the definitive source of truth where knowing the sum of it all provides the clarity to act. The strategic shift underpinning the rebrand moves the platform’s emotional register from the anxiety of being caught out to the calm of being fully equipped.

Accompany’s approach turns what they describe as crypto-chaos into confidence by building a brand world of absolute order where precision pays off. That phrase – ‘orderly wonder’ – became the brief’s centre of gravity, and it surfaces everywhere in the finished identity. Auditing the crypto and fintech landscape gave the studio a clear picture of what to avoid. “It revealed a category of two extremes,” Jukic explains. “Many crypto and adjacent brands are either incredibly dark and dense or sterile, white spaces.

Both felt monolithic.” Typography across the category defaulted to personality-free sans serifs, and where character did appear, it leaned toward a heavy ‘bold-tech’ aesthetic. Illustration, meanwhile, tended toward the clinical and diagrammatic, leaving users cold. On the rare occasion a brand attempted personality, it often swung too far into what Jukic calls “cutesy” territory.

The challenge was finding a position that felt warm and accessible without sacrificing the intelligence a SaaS accounting platform needs to project – particularly one that helps users navigate tax obligations, where credibility is non-negotiable. The type system addresses this tension through a three-face hierarchy. Arizona Flare Regular, from Dinamo, handles headlines – a deliberate departure from the sans serif consensus dominating the space. “Arizona Flare is our headline font – a deliberate ‘zig’ against a sea of sans serifs found in the crypto and fintech category,” Jukic shares.

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The rebranding of a platform in the rapidly evolving crypto market is significant and showcases innovative strategies, making it highly relevant for brand strategy professionals.