JRCo. provides outsourced financial services to small businesses and accountants, from payroll and bookkeeping to strategic finance director support. But as founder Joe Roughton looked to grow, the original name “JR Ledgers” no longer reflected his ambition to be seen as a strategic partner, not just a transactional provider.
To support this shift, JRCo. needed a brand that spoke clearly to two distinct audiences and communicated its full offer with greater structure, professionalism, and personality.
Visit their new website: jrco.uk
INDUSTRY: Financial Services
SERVICES DELIVERED: Brand & Messaging Strategy, Visual Identity, Marketing Plan, Website, Imagery
JR Ledgers had strong foundations, but their identity and messaging didn’t reflect their growth plans or speak clearly to their distinct client groups.
Issues included:
A NAME THAT NO LONGER FIT:
The word “Ledgers” felt too transactional and old-fashioned, misaligned with the business’s strategic direction and personal approach.
TWO DIFFERENT AUDIENCES TO REACH:
Small business owners and accountancy firms had very different needs, and the existing messaging didn’t address either with clarity or focus.
A DISCONNECTED BRAND EXPERIENCE:
There was no clear tone of voice, visual style, or structure to communicate the full offer, meaning JR Ledgers risked being misunderstood or overlooked.
Joe knew he needed more than a new logo, he needed a brand that would grow with the business, reflect his personality, and position JRCo. as a credible financial partner.
McLaren&Co. helped JR Ledgers redefine its brand from the ground up, with strategy, structure, visuals and messaging that aligned with Joe’s ambitions and values.
OBJECTIVE:
Define what JRCo. stands for, who it serves, and how to communicate its value across two distinct client groups.
APPROACH:
We ran an in-depth brand and messaging workshop, exploring the business’s goals, personality, and service structure. We then developed brand pillars, a value proposition, and clear audience-specific messaging. Tone of voice guidance captured JRCo.’s approachable yet professional personality, blending financial precision with human warmth.
KEY OUTCOME:
A unified brand strategy that positions JRCo. as a finance champion for small businesses and a trusted outsourcing partner to accountants.
OBJECTIVE:
Create a fresh identity that moves beyond the limitations of “JR Ledgers” and reflects JRCo.’s modern, forward-thinking ethos.
APPROACH:
We evolved the name to JRCo., keeping the founder’s initials while removing the limiting language of “ledgers.” The visual identity was built around rhythm, clarity, and personality, with warm, human colours and graphic elements inspired by music and flow, nodding subtly to Joe’s background and unique route into finance.
KEY OUTCOME:
A confident, distinctive brand identity that balances professionalism with personality, helping JRCo. stand out in a sector full of clichés.
‘&Co.’ Partner: Cubby Studio
OBJECTIVE:
Create a focused go-to-market strategy to drive growth through payroll client acquisition, raise awareness of the new finance director service, and support JRCo.’s repositioning.
APPROACH:
We created a clear go-to-market strategy tailored to JRCo.’s distinct audiences. This covered partner outreach to accountants, direct acquisition of small business clients, and targeted promotion of the finance director service. The plan included messaging themes, tactical activities, and outreach templates to help Joe market JRCo.’s offer with confidence and consistency.
KEY OUTCOME:
A structured, audience-specific plan that turned brand strategy into action, enabling Joe to attract new clients, build partnerships, and confidently promote JRCo.’s full offer.
‘&Co.’ Partner: Fleek Marketing
OBJECTIVE:
Build a clear, structured website that reflects JRCo.’s service offer and speaks directly to both target audiences.
APPROACH:
We created the site structure and UX based on client journeys and audience needs, then wrote all the website content in JRCo.’s new tone of voice. The result clearly outlines the offer, showcases the team’s values, and helps small businesses and accountants quickly understand how JRCo. can help them. We also project managed the full design and build with the developer.
KEY OUTCOME:
A modern, mobile-friendly site that reflects JRCo.’s ambition, builds trust, and supports lead generation across both audience types.
Visit their new website: jrco.uk
‘&Co.’ Partner: Athena Media
OBJECTIVE:
Create a suite of photography that brings the JRCo. personality and values to life.
APPROACH:
We delivered a custom photoshoot combining studio and location imagery. Portraits captured Joe’s personality – relaxed, approachable, and professional – while location images helped visualise JRCo.’s service values and client focus.
KEY OUTCOME:
A unique, versatile image library that supports the brand story across the website, social media, and marketing materials.
‘&Co.’ Partner: Stan Dziama Photography
A name, look and tone of voice that reflect JRCo.’s ambition and personality, helping it feel modern, human and credible.
A professional, well-structured website that clearly communicates JRCo.’s offer and drives more relevant enquiries.
Clear, confident communication that flexes across different audiences and supports growth conversations.
Distinctive design and photography that builds trust, connection, and recognition across every touchpoint.
Clear brand identity
Modern website
cohesive marketing
Branded visuals and imagery
“Lisa has been absolutely amazing. My rebrand wouldn’t be where it is without her attention to detail. She took the time to understand my business and where I want to take it – and putting it all in a coherent strategy was brilliant.
I feel lucky to have had someone with Lisa’s vast experience to help me realise my rebrand and new wesbite. I wouldn’t hesitate to recommend Lisa to anyone thinking of rebranding.”
Joe Roughton
Founder, JRCo.
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McLaren&Co. Ltd. is a company registered in England and Wales (Company No. 15496490). 16 Park Lane Mews, Leeds, LS17 8SN. © McLaren&Co. Ltd. 2024. All rights reserved.
