The client
Introducing 360 ONE Accounting & Advisory
More About the Client
Established in 2007 as Devenny Payne, 360 ONE has grown into a 25+ person team offering accounting and tax, bookkeeping and virtual CFO services, business advisory, succession planning and wealth creation, all under one roof.
As the practice expanded, its partners set out to reposition the business as a genuine one stop shop advisory partner, one capable of supporting clients across every stage of their financial journey. Soto Group was engaged to lead this transformation from the name change through to launch and marketing.
The problem
Building a Thriving Accounting & Advisory Partnership
Growth to Match the Brand
Devenny Payne had grown considerably, evolving into a broader advisory partnership, and its name, visual identity and website were ready to grow with it. The existing colour palette and branding reflected an earlier chapter of the business, and there was a real opportunity to tell the story of the firm it had become. Internally, formalising the brand guidelines would give the team a clear reference point and help keep every touchpoint consistent as the firm continued to grow.
The website was a natural place to start. As a business proud of its 25+ team and culture, they needed indepth partner and team bios and a dedicated careers page. The old site did not showcase their expanded service portfolio and needed search functionality and up to date pricing. They needed a system overhaul and a fresh look.
For a business built on trust and long term relationships, the gap between what the firm had become and what its brand and website communicated needed to be closed. Soto was brought in to close it, working as both brand strategy agency and professional services website design partner for the rebrand.
Building 360 ONE From the Name Up
An Identity Built Around a Complete Client Journey
Soto Group led the full rebrand, beginning with a series of sessions with the partners to uncover what the firm actually stood for, how it wanted to be seen and where it was heading next. That groundwork shaped the name itself: 360 represents the complete circle of support the firm provides, with every angle of a client’s financial life covered, while ONE reflects the philosophy at the heart of how the team works.
From there, Soto developed the tagline, brand kit, a comprehensive brand strategy and detailed brand guidelines, so the team could apply the new identity consistently from day one. The identity was then extended across signage, business cards, letterheads, email signatures and branded merchandise, creating a cohesive presence from the Bacchus Marsh office through to every client touchpoint.
A Website Built to Reflect the Firm They'd Become
At the centre of the rebrand sat a full website rebuild. As a professional services website design project, the brief went well beyond a visual refresh: The site needed to showcase the firm’s broad service offering including a sitewide search for improved UX. The partners also wanted to elevate their 25+ person expert team, and build an engaging careers page.
Soto designed and built a WCAG-friendly 20 page site from the ground up, structured and optimised for SEO from the outset, including multi-media resource centre and five dedicated service landing pages. Every page showcased the new brand, giving them a digital presence that matched the calibre of advice its clients were already receiving.
Marketing Systems and CRM to Support Long Term Growth
The Results
An Accounting Firm Ready For Its Next Chapter
Momentum Build Across the Board
The rebrand created a presence that truly matched the calibre of financial advice the firm had been delivering all along, and the shift showed up quickly across the business. The organic search traffic climbed over 50% month on month and the new site earned rankings within the top 10 for a growing set of keywords. The rebuilt digital presence started converting visitors into genuine enquiries, establishing a consistent source of online leads for the firm.
Visibility grew in step across every channel, from a stronger performing Google Business Profile to steady gains on LinkedIn and Facebook, giving them consistent, credible footprint wherever prospective clients encountered the brand.
HubSpot began surfacing a genuine spread of businesses engaging with the site, early proof that they were reaching the broader advisory client base they set out to attract. Through close collaboration with the leadership team, Soto Group helped the firm move from an identity it had outgrown to a brand, website and marketing engine built to match where it’s actually headed next.
An Award Winning Result
A few months after launch, the new 360 ONE website was named a winner at the Web Excellence Awards in three categories: Accessible Design, Business and Financial Services.
From the outset, high contrast and readability were treated as part of the brand itself, which is why Laser Green on black became such a defining feature. Those choices give the site its presence, and they also make it easier for every visitor to read and use.
The Business and Financial Services win recognises how well the site serves the people it’s built for. Rather than asking visitors to work through a list of services, the site guides them by where they are in life and business, while still offering the full services list for those who want it.
For an accounting firm based in Bacchus Marsh, recognition from an international judging panel is a great endorsement of the decision to rebrand, and of the partners who backed it.
