Hogan CPA Firm

Sarah Hogan spent eighteen years on the client side of finance before opening her own firm on the Florida panhandle. Her clients arrive anxious about taxes and the IRS, and her practice is about making that manageable.

On our first call, Sarah described herself as being “in your back pocket.” That line shaped the site: the headline is hers, the hero is a text thread with Sarah on the other end, and the page is built around having an expert within reach.

A CPA is chosen on trust, and a signature is the mark of it, the thing she puts on every return. So her signature became the identity. When the site first loads, it draws itself stroke by stroke in the order she writes it, then settles into the corner as the logo.

The purple came out of that first call too, a guess at who she was that turned out to be her favorite color. The copy is written in her voice, plainly, about the worry people bring her and what she does with it. The whole page is kept calm, which for a tax practice is the point.