Paving a Kleer Path Forward

PE Accounting faced a category challenge: As both a full-service accounting and finance platform and expert consulting, they were often asked, Are you a SaaS company or a consulting firm? The answer was neither (and both). In order to scale, they needed a brand that captured their unique value and opened doors to a brand new category.
PE Accounting partnered with Sköna and underwent a full transformation – brand strategy, messaging, and a striking visual identity. Everything was anchored by a new name that says not just who they are, but what they do, while orienting them as a Finance as a Service (FaaS) business and better articulating the clarity they bring to finance and accounting processes: Kleer.
With a bold new brand and category-defining positioning, Kleer is set to lead the next evolution of financial services – clarifying complexity and scaling confidently.
Planning
Our goal was to transform PE Accounting into a brand that clearly reflected its unique blend of software and expertise while defining a new category: Finance as a Service (FaaS). Through research, interviews, and workshops, we crafted a brand strategy for scalable growth and developed a clear roadmap to ensure seamless execution.
Execution
Naming exploration led to Kleer – a name embodying clarity and innovation. We developed the Kleer Brand Blueprint and established a strong position for the market by sharpening mission, vision, and messaging. A bold visual identity followed, with a distinctive logo, typography, and brand elements designed for impact and adaptability.
Results
The transformation was immediate. Kleer now stands as a category leader, with a clear, differentiated identity and a cohesive brand system. The new positioning and design empower Kleer to scale with confidence and own the FaaS space.