Simon Lever

How can a firm stand out in a crowded marketplace?

What We Provided

Rebranding & Positioning
Identity Package
Print Collateral
Web Design & Development


As a CPA firm established in 1955, Simon Lever enjoyed sustained success thanks to longtime clients and word of mouth and never worried much about attracting new clients. However, as other firms entered their territory over the years, the firm found it harder to retain existing clients and attract new ones—especially up against larger competitors with fully integrated marketing programs. To help them stand out in the marketplace, they contacted Alpha Dog Advertising.


We developed a brand position and strategy to separate Simon Lever from their competitors, as well as a refreshed visual identity. To begin, we asked ourselves two simple questions: Why do individuals and professional organizations use a CPA or accounting firm to begin with? And, how does that tie into Simon Lever’s existing mission statement, “To maximize the success of those we partner with”? We discovered that clients have myriad reasons for working with accounting firms, but most of them boil down to accomplishing one thing: gaining greater financial flexibility and leverage over their income, capital, and/or businesses. They want to gain a financial advantage. By positioning Simon Lever as a financial advantage firm and not merely an accounting firm, the company is seen as being able to guide their clients through more than just their financial and tax concerns. The firm helps clients navigate the tough issues standing between them and their goals. We also developed a new tag line that supports their mission statement. How does Simon Lever maximize the success of those they partner with? By offering “Advice when it matters most.”