lean, forward, and run

How can small businesses access the same level of financial consulting expertise as the largest companies in the world? The solution introduced by run[ ] is designed to disrupt the market. By automating the accountant and bookkeeper’s role in any organization of any size, companies can now access an ‘outsourced CFO’. This means that for the cost of hiring a full-time accountant, clients will regularly receive expert advice from experienced and knowledgeable consultants.

The name ‘run’ was chosen for the imagery it conjures of lean operations, forward-thinking, lightness, and speed. More immediately, the use of brackets in ‘run[Accounting]’ gave test subjects the desired ideas of a programming language. The result is a name and logo design that makes both the service and value of the business very clear. To build on its memorability the word ‘run’ has multiple definitions, useable in advertising copy with a certain degree of playfulness to grab attention and get messages across.