Our first step was to encapsulate the brand’s core values and expertise in a name that would resonate with both the team at Decimal and their clientele. After careful consideration, we settled on the name ‘Decimal,’ a word that not only reflects precision and accuracy but also alludes to the nuanced world of numbers—a perfect fit for a brand deeply ingrained in financial services. Understanding that Decimal was not just another accounting firm but a pivotal partner in the success of hospitality businesses, we crafted the brand positioning statement: “We are Hospitality Summed Up.” This succinct yet powerful statement captures the comprehensive nature of Decimal’s services and their unique ability to blend financial acumen with an intrinsic understanding of the dynamic hospitality industry.

Our creative concept revolved around the idea of a dance—symbolizing the delicate balance between the art and science of running a thriving hospitality business. The logo, with its sleek and modern design, embodies the precision associated with the name ‘Decimal.’ The color palette was carefully chosen to evoke a sense of fun, trust, and vibrancy, aligning with Decimal’s commitment to excellence.