PE Accounting was neither traditional consultants or just a tech platform. Sköna saw an opening to define a distinctive new category: Finance as a Service (FaaS). This positioned the company to set the rules of competition instead of playing by existing ones. To fuel the shift, Sköna built a brand anchored in ‘financial clarity’, forming the foundation for a fresh identity. And to fully signal transformation and break expectations, a new name was essential.
Going FaaS with Kleer
Kleer (formerly PE Accounting) is a fintech innovator offering a finance platform and consulting services. In an increasingly crowded fintech landscape, the company outgrew its identity and struggled to clearly communicate its unique value and differentiated approach. A complete brand transformation was needed to align with its evolved mission and stand out in the market.
Services
- Category Development
- Naming
- Brand Positioning
- Brand Expression
- Messaging Architecture
- Logo Design
- Visual Brand System
The Strategy
The Creative
The name Kleer was chosen to reflect the company’s commitment to clarity, momentum, and a comprehensive financial view. The new brand system introduced repeated arrow motifs to symbolize growth, scale, movement, and guidance, empowering customers to navigate their financial landscape with confidence. The messaging is straightforward and jargon-free: no fluff, no noise, just complete clarity.
The Impact
The launch of the new name and category was met with excitement from both the team and the market. It marked a turning point in establishing Kleer as a thought leader in fintech. With a fresh brand and clear messaging, the team was ready to build momentum and scale their value as a future-forward leader in the space.
Team
Kleer: Pontus Björnsson, CEO. Anna Stjärnpil, CMO
Skona: Strategy: Martyna Studniarska, Art Direction & Design: Ian Woodhouse, Client Service: Matilda Sjöberg, Maria Wade
