Brand Development Case Study

Accounting Firm Looked to GREENCREST to Update and Refresh its Brand and Messaging

Whalen & Company CPAs (now Whalen CPAs) is a client-focused accounting firm founded in 1945. In its 76 years in business, the firm has added a number of services, acquired other accounting-related firms and grown its team to meet the needs of its growing client base. In 2021, Whalen turned to GREENCREST to refresh its look and messaging to be more reflective of today’s young professionals in order to become more successful in recruiting and attracting new clients. GREENCREST listened and worked with firm leadership to establish a plan and budget.


To begin, GREENCREST conducted a brand discovery workshop with select members of the Whalen team to uncover what differentiates Whalen from other accounting firms. What was discovered was that Whalen is more than accountants… MUCH MORE! It is what Whalen does beyond the ordinary — the unexpected — that truly drives its differentiation and success. Whalen’s passion for what they do provides its clients with peace of mind.


GREENCREST unveiled the name Whalen CPAs along with a new logo and brought its brand to life with new messaging, a new website and new literature, which ignited a new energy that was adopted firm-wide.

Visit their website to see Whalen CPAs’ new look:!

Whalen brand development

For results like these, contact GREENCREST today. We can help you develop a media relations campaign with measurable returns.