Overview

Invictus Accounting is a Vancouver-based financial services firm with a clear point of view: great work shouldn’t come at the expense of well-being. As part of the team at Junxion Strategy, we were brought in to refresh the brand and elevate how Invictus shows up — both to clients and future talent.

The existing brand no longer reflected the quality of the firm or the strength of its perspective. Visually, it felt dated and lacked the clarity and confidence needed to stand alongside larger competitors.

More importantly, it didn’t communicate what truly sets Invictus apart — their commitment to balanced workloads, a strong team culture, and consistently delivering excellent client service.

The Approach

We focused on building a brand system that balances strength with approachability.

The logo was refined with a cleaner, more contemporary sans serif, along with subtle customizations to enhance its distinctiveness. The feather — an existing brand asset — was retained as a symbol of strength and honour, but redrawn to feel more integrated and simplified, creating a stronger, more cohesive mark.

Colour played a key role in shifting perception. The former muted grey was replaced with a deeper, more confident blue, while the accent orange was enriched to bring more energy and presence. A broader palette — including purples, pinks, and teals — was introduced to add warmth and flexibility, allowing the brand to feel more distinctive without losing professionalism.

Photography moved away from generic stock toward authentic imagery of the Invictus team — real people, real energy — supported by bold colour fields that create a recognizable and cohesive visual presence.

The refreshed identity was carried across a full suite of materials, including a recruitment-focused collateral (brochure and displays), the website, and office graphics.

Each touchpoint reinforces that Invictus is not a typical accounting firm. It’s a place where high standards and a healthy work culture coexist—and where both clients and team members benefit from that balance.

Results

The result is a brand that feels aligned with who Invictus is today — and where they’re going. Confident, clear, and differentiated, the new identity positions the firm to better compete with larger players while staying true to its values.

It supports both client growth and talent attraction, helping communicate a compelling alternative within the industry.