Comprehensive brand building and market entry
From a Local Company to a National Brand
Our task was the comprehensive market introduction of the new Tufineo brand—from creating a full marketing and communication strategy and building the brand from scratch to implementation and ongoing execution of the marketing plan. See how we carried out the transformation of a renowned, local accounting office into a national player ready to scale its business in the digital world.
The Client
Our client was a highly successful accounting firm from Tuchola that had spent years building its position in the local market. The company, enjoying great trust and a base of loyal clients acquired mainly through referrals, was a synonym for professionalism and direct relationships. The team already possessed the technology and competencies for remote service, which paved the way for achieving an ambitious goal: expansion across all of Poland.
The Challenge
The client’s main business goal was to scale operations and reach a new target group—entrepreneurs from across Poland looking for modern, fully digital accounting services. However, attempting to achieve this goal under the existing “Meritum” brand carried serious risks.
Image Conflict
The “Meritum” brand was strongly rooted in the local market and associated with personal contact. Communicating a national, fully remote service under the same banner could weaken its current perception and cause confusion among existing clients.
Lack of Marketing Foundations
The company did not have a professional strategy or tools for online marketing. The logo, website, and company materials were outdated and not adapted to compete in the digital market.
Untapped Potential
The existing website reflected neither the high quality of services nor the advanced technological infrastructure. It was not an effective tool for generating leads outside the region.
The Solution
Our approach was holistic. Instead of focusing on individual elements, we developed and implemented a full marketing strategy, the key component of which was creating a new, separate brand: Tufineo.
Step 1: Strategic Foundation – full marketing and communication strategy
All activities were based on solid strategic foundations, beginning with a series of in-depth workshops to define the client’s goals and potential. We conducted comprehensive analyses: a competitor communication audit, SWOT analysis, and market research. Based on this, we defined the market positioning of the new brand, built detailed personas representing ideal clients, and designed end-to-end marketing funnels. The final results were two key documents: a full marketing strategy and a communication strategy, which defined the Value Proposition and Brand DNA.
- Step 2: Identity Creation – naming, logo, and visual identity system
Based on strategic assumptions, we built the brand from scratch:
Naming: We created the name Tufineo, which communicates modernity, finance, and a digital character while being easy to remember and unique.
- Logo and Visual Identity: We designed a professional logo and a complete brand book covering colors, typography, and usage rules. This ensured visual consistency across all communication channels from the start.
- Step 3: Website and marketing communication
The new brand needed a powerful sales tool. We designed and implemented a modern website: tufineo.pl.
The site was built around the developed value proposition, clearly communicating competitive advantages and client benefits.
We developed Key Messaging and catchy slogans that tell the brand’s story in a simple and convincing way.
- The site structure and content were optimized for generating inquiries.
- Step 4: Implementation and execution of the marketing plan
We prepared a detailed, operational marketing plan for the first months after the launch. The client was provided with ongoing external marketing care, granting access to expert support without the need to build an internal marketing department.
Results
The implementation of the comprehensive strategy and the construction of the new brand brought measurable business results.
Immediate national credibility: Tufineo presents itself as a modern and trustworthy partner, allowing it to compete effectively outside the local market.
Precise targeting of a new audience: A separate brand allowed for marketing activities aimed at clients across Poland without the risk of cannibalizing the parent company’s image.
Complete infrastructure for scaling: The client received a consistent marketing ecosystem (strategy, brand, website, action plan) that serves as a foundation for growth.
New lead generation channel: The optimized website became an effective tool for acquiring inquiries from target segments outside the previous area of operation.
Cost optimization: The external marketing model provided access to specialist expertise while eliminating the high fixed costs of an internal department.
Summary
The success of the Tufineo project is the result of a comprehensive approach that included not only the creation of a brand but the implementation of a full strategic foundation. Instead of fragmented actions, we built a strong brand perfectly suited to the digital market. Our end-to-end approach — from strategy to ongoing operations — ensured the company a smooth and effective entry into a new phase of development.
