Expatrim: logo, art direction and Webflow website for an accounting firm

Expatrim is a chartered accounting firm founded by two chartered accountants, Stéphane and François, with offices in Montpellier and Lille. It serves three audiences: self-employed healthcare professionals, real estate investors (including non-residents and expatriates who own property in France) and business owners.

Expatrim entrusted Gemeos, a Webflow agency, with its logo, identity and art direction, then the design, development and SEO of its website.

MacBook Pro open on the Expatrim home page, “Stop putting up with your accounting. Your accountants are in control.”

A specialised accounting firm that doesn't look like an accounting firm

A doctor weighing up sole practice against a professional company, an investor letting furnished property or an expatriate renting out a flat in France aren't looking for “an accountant”: they're looking for someone who knows their status. Expatrim is built on this specialisation, with support provided entirely remotely. The brand had to inspire the trust you expect from a firm, without the usual greyness of the sector, and the site had to speak to each of these profiles in their own terms.

Gemeos designed the logo, explored several art direction routes, then designed and built the site on Webflow: a page for each healthcare profession and each real estate status, the firm and contact pages, built-in appointment booking, and a resource library designed for SEO.

Industry: Finance
Services: Logotype; Branding; Artistic Direction; UX/UI Design; Development; SEO

Three bands, an E, and a green you don't expect from an accounting firm

Expatrim's symbol is an E made of three horizontal bands, bevelled at 45° and offset from one another like a folding ribbon. It works on its own as a pictogram, including inside a rounded square as an app icon, and pairs with the name to form the full logo.

The palette starts from a deep green (#1F362F) extended in five shades up to a lime green (#D0F39A) reserved for actions and accents, on a cream background (#FCFCF8) rather than pure white. Headings are set in Reckless Neue, a contemporary serif that brings poise, body text and buttons in Aeonik, a crisp, legible grotesque.

The same rules apply across all media: the lime logo on deep green, the pictogram alone on a lime or white background, and the deep green gradients found in the site's backgrounds.

The home page directions explored for Expatrim, side by side on a deep green background

Two universes for the same promise, then the choice of accent

The directions all start from the same home page and the same promise, so that only the universe is compared: colour, symbol, typography and the way the firm's interface is shown. Each direction was presented with its logo, palette, typography and applications, from a poster to a printed object.

Direction 1 - Green and lime
A deep green gradient, a bright lime for actions, the three-band symbol and serif headings. The boldest direction: it takes accounting out of the sector's grey and blue codes without losing any seriousness. It is the one that was chosen.
Direction 2 - Sand and olive
A sand, olive and black palette, a flower-shaped symbol and fine grotesque headings on a visible grid. A softer, more editorial direction, close to the codes of upmarket consulting.
Direction 1.2 - The accents
Direction 1 with three action colours: lime, orange and soft green, on the same page. The live site kept the green and the lime, softened for buttons and highlighted surfaces.

Concept 1

MacBook Pro open on Expatrim's “Accountant for healthcare professionals” page

A page for every healthcare profession and every real estate status

A physiotherapist, a furnished rental landlord or an expatriate declaring French rental income don't have the same questions. The site gives each of them a page about their status, their returns and their common mistakes, then leads them to an appointment with an accountant.

Page	What it does for the visitor
Home	The promise “Stop putting up with your accounting”, the three specialisations, client reviews, the firm's tools, its commitments, the two founders, resources and the FAQ
Healthcare	An overview page and a page per profession: GP, dentist, nurse, physiotherapist, midwife, osteopath and speech therapist
Real estate	An overview page and a page per situation: furnished rental (LMNP and LMP), SCI, family SARL, unfurnished rental and property deficit, holiday lets, non-residents, estate agencies and property dealers
Cities	Lille and Montpellier, with the office address and what the firm does there
Firm	The two founding accountants and the firm's way of working
Resources	Articles and guides, sorted by topic: healthcare professionals, real estate, non-resident real estate
Contact	Phone, email and appointment booking directly in the page

The GP page shows the template: a deep green hero with a portrait, the doctor's situations (sole practice, partnership, in transition), what the firm takes care of, the offers and their prices, the costly mistakes, the FAQ, then the free audit. The same components recur from one page to the next, so a profession can be added without going back to design.

Pro Display XDR open on Expatrim's “Accountant specialised in real estate investment” page

A site the firm enriches on its own, article after article

The site is built on Webflow. Resources, their categories, authors and city pages live in CMS collections, each served by a single template: publishing an article or opening a city takes no layout work. The eighteen healthcare and real estate pages are dedicated pages, each with its portrait, offers and FAQ.

The Solutions menu sorts pages by type of solution, real estate or healthcare, then by status or profession. Cal.com appointment booking is embedded in the contact page and at the bottom of profession pages, and the FAQ accordion is marked up for search engines, question by question.

MacBook Pro open on the Expatrim article “Converting an income-tax SCI into a family SARL: complete guide”

Answering the tax questions of self-employed professionals and investors

Before looking for an accountant, people look for an answer: “amortissement LMNP” (furnished rental depreciation), “cession de patientèle” (selling a practice), “convention fiscale France-Portugal” (France-Portugal tax treaty). The site owns these searches with a page per profession and per status, and an article library that answers each profile's practical questions.

Workstream	Detail
Landing pages	18 healthcare and real estate pages and 2 city pages (Lille, Montpellier), each targeting its own search intent
Content	83 articles and guides, sorted into three categories (healthcare professionals, real estate, non-resident real estate) and signed by the two accountants, each with their author page
Tags & metadata	Title and meta description written page by page, canonical tag everywhere, a 113-URL sitemap
Structured data	AccountingService and WebSite across the site, Service and BreadcrumbList on solution pages, FAQPage on pages with a marked-up FAQ, Article on each resource, ProfilePage on author pages
Migration	301 redirects from the old URLs were checked at launch

Readable by search engines and AI assistants alike

Each article is signed by Stéphane or François, linked to their author page, and its structured data gives the headline, image, date and author. Profession pages answer the most frequent questions in their FAQ, in short answers: enough to help search engines and AI assistants cite Expatrim on the taxation of self-employed professionals and investors.