About the brand:
Rook CPAs is a newly established company founded by Nicolas Castillo, an experienced professional in US international tax with over 7 years in the field.
Specializing in expat tax issues, Nicolas recognized a need for dedicated support for small and large expat business owners. From his base in Madrid, he empathizes with the challenges of navigating complex US tax laws while complying with local regulations.
Rook CPAs aims to provide a strategic haven for expat entrepreneurs, ensuring optimal tax positioning and protection against costly mistakes.
Specializing in expat tax issues, Nicolas recognized a need for dedicated support for small and large expat business owners. From his base in Madrid, he empathizes with the challenges of navigating complex US tax laws while complying with local regulations.
Rook CPAs aims to provide a strategic haven for expat entrepreneurs, ensuring optimal tax positioning and protection against costly mistakes.
The challenges:
- Create a unique brand identity that stands out in the financial consulting and tax preparation sector, especially for American expats. Position the brand as the go-to strategic advisor for this audience.
- The brand should embody strategic thinking (inspired by the “rook” chess piece), ambition, security, and expertise, making clients feel confident in their financial decisions.
- Communicate a personal, high-touch approach, emphasizing that this is not just transactional accounting but an advisory relationship where clients receive proactive, tailored guidance.
- Establish a clear and cohesive brand presence across all touchpoints, from the website to business cards, letterheads, presentations, social media, etc.
- The brand should embody strategic thinking (inspired by the “rook” chess piece), ambition, security, and expertise, making clients feel confident in their financial decisions.
- Communicate a personal, high-touch approach, emphasizing that this is not just transactional accounting but an advisory relationship where clients receive proactive, tailored guidance.
- Establish a clear and cohesive brand presence across all touchpoints, from the website to business cards, letterheads, presentations, social media, etc.
The logo combines a minimalist castle and rook—symbols of strength, protection, and strategic thinking—to represent our commitment to safeguarding your financial interests. Incorporating the symmetry of the Cantabrian labarum flag and a noble crest from the coat of arms, it reflects our heritage, professionalism, and high standards. The modern, minimalist design ensures clarity and versatility, demonstrating our unwavering reliability, precision, and adaptability across all platforms.
Kind words from the client:
"Julia is the type of contractor you hope to find and work with because she makes it so easy. Her processes are smooth, direction and communication are clear, and the value she brings to a brand (particularly a fledgling one such as ours) is almost infinite because of how thoughtful her intake questionnaire is. While we thought we were partnering with her and her team for a logo and branding materials, what we actually received was so much more: A clearer direction and sense of understanding of our own brand and messaging. Prior to working with Julia, you may think you know what your company objective or mission or "voice" is, but after working with her, you will be absolutely certain -- plus have a beautiful visual identity. Thank you, Julia! "
- Nicolás I. Castillo, CPA Rook CPAs and International Advisors
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