Bringing established expertise into a contemporary brand and digital experience.
Panis Group is an independent accountancy and advisory firm based in Antwerp, supporting Belgian businesses and international clients.
We helped evolve its visual identity and clarify its story, translating the firm’s expertise into a redesigned website. Our work connected strategy, brand guidelines, content, UX and UI design, development and digital marketing to support how prospective clients discover and engage with Panis.
The priority.
Help a long-established firm communicate the full breadth of its capabilities.
Panis needed a digital presence that reflected both its heritage and its ambitions. The experience had to remain relevant to established clients while introducing its services to Belgian business owners, companies operating internationally and prospective employees.
The objective was to make the firm’s expertise easier to understand, give its brand a more contemporary expression and create clearer routes to enquiry.
Our approach.
We began with audience personas, key narratives and customer journeys, identifying what different visitors needed to understand about Panis.
This shaped the website’s structure and content, balancing local business needs with international capabilities. Alongside this, we evolved the existing visual identity into a practical design system that could carry consistently across the website and wider communications.
The website became the foundation for supporting content, search visibility and paid acquisition.
The work.
Evolving the brand while preserving recognition.
We retained the existing Panis logo and developed a refreshed visual system around it.
The brand guidelines defined colour, typography, graphic elements, imagery and logo usage. A nature-inspired palette, clean typography and topographic details gave the identity a distinctive, contemporary character while preserving its established recognition.
Practical guidance and application examples helped make the system usable across digital and corporate communications.
A clearer story for different audiences.
We developed personas, narratives and user journeys covering Belgian businesses, international clients, established specialist audiences and prospective employees.
The content strategy organised Panis’s services around customer needs, communicating the breadth of the firm without losing its personal character. English and Dutch website copy helped explain its accountancy, tax, advisory and wider business services.
A website that brings the identity to life.
We translated the refreshed visual system into a responsive website, combining clear typography, imagery and structured page layouts.
The UX and UI gave visitors routes into services, sector expertise, the firm’s history and career opportunities. The design balanced professional credibility with an approachable presentation, helping people understand both what Panis offers and the team behind it.
We developed the website in WordPress, with reusable templates and editable content to support future updates.
Content and search supporting discovery.
Keyword research and search intent informed the website structure and content priorities.
Beyond the core pages, our support included developing article outlines and drafts around relevant business questions, helping Panis turn its expertise into useful material for prospective clients.
Performance marketing connected to the website.
We supported Google search campaigns focused on relevant service enquiries, with campaign reviews informing recommendations for messaging, calls to action and the website experience.
Tracking and analytics provided visibility into visitor actions, supporting decisions about campaign activity and where the enquiry journey could be improved.
The result.
Panis gained a more contemporary and consistent brand expression, supported by a website that presents the breadth of its expertise more clearly.
The strategic foundation gives different audiences relevant routes into the business, while the visual system connects the firm’s heritage with a more modern digital presence.
Together with content, search and campaign support, this provides a foundation for reaching prospective clients and starting informed conversations.
Let’s discuss your priority.
Connect your brand, marketing and digital experience around the result you want to achieve.