# ACHR was up to date with the law.Now it looks it. Source: https://unrivals.com/achr Site: UNRIVALS · Language: en · Updated: 2026-10-16 > How we repositioned ACHR around clarity and financial peace of mind, and built the rebranding, the design and the new website. According to an algorithmic analysis of the first screen, attention on the headline rose from 7% to 21%, and the header went from 18 to 8 elements. --- / Case study · ACHR # ACHR was up to date with the law. Now it looks it. For 15 years, ACHR has given entrepreneurs in Bucharest and Ilfov accounting, payroll, financial consulting and HR. We repositioned the company around clarity and financial peace of mind, and on that idea we built the rebranding, the design, the new website and the conversion logic of its pages. [Visit achr.ro ↗](https://achr.ro/) 7% → 21% Attention on the headline first screen, three times higher 16% → 1% Attention taken by the header first screen 18 → 8 Header elements on the homepage 0 → 11 Pages with the free consultation button old site vs new site, from screenshots For the attention analysis, we applied the same residual spectral saliency method (Hou & Zhang) to the 1440×820 px first screen of both versions, which showed the same message. It is an algorithmic analysis of visual contrast, without eye-tracking. Screenshots taken on 16 October 2026. / The starting point ## A website that looked outdated, a company that was up to date. „Site-ul pare învechit și noi păream că nu suntem la zi cu legislația.” “The website looks outdated, and we looked like we were not up to date with the legislation.” Mihai Stanca · CDO & Partner, ACHR ACHR already had 15 years of activity and more than 300 satisfied clients, two things that matter for an accounting company. The image said something else, though. The colors and the logo had no connection to the three services, and the styles and icons changed from one section to the next. Before and after · the ACHR website ![The old ACHR website next to the new one, in a before and after mockup](https://unrivals.com/assets/achr/site-inainte-dupa-mockup.webp) / 01 · Repositioning ## The message came from the words of the founders. We started from what the two founders want for their clients, then analysed the company's data before writing the message. Method The Why / What / How questionnaire completed with both founders, an analysis of ten years of invoicing and of the clients who matter most to the company, the brand audit and the competitor study. Insight Entrepreneurs look to their accountant for clarity, peace of mind and a partner they can trust, alongside correct numbers. Decision The central attribute of the brand is **Clarity**, and the values are Ethics, Integrity and Clarity. From the words of the two founders came the message **„Claritate și liniște financiară”** (“Financial clarity and peace of mind”). The message first reached the old site, on the first screen. The design buried the message, though: the headline was marked up as a secondary heading, the page had no main heading at all, and the headline drew only 7% of the first screen's attention. **The rebrand and the new website put the message front and centre.** Page headline on the old siteMain headline on the new site „Contabilitate ACHR”“ACHR Accounting”„Contabilitatea nu ar trebui să-ți dea bătăi de cap.”“Accounting shouldn't give you a headache.”It starts from the entrepreneur's wish to put in less effort. „Salarizare”“Payroll”„Externalizează salarizarea. Câștigă timp, claritate și siguranță.”“Outsource your payroll. Gain time, clarity and security.”It promises the entrepreneur who outsources exactly what they look for, namely time, clarity and security. „Impozite și taxe”“Taxes and duties”„Impozitele nu trebuie să te sperie. Trebuie doar să fie înțelese.”“Taxes should not scare you. They only need to be understood.”It addresses the fear of taxes and the need to understand them. „Consultanță financiar㔓Financial consulting”„Consultanță financiară clară, umană și fără complicații.”“Financial consulting that is clear, human and uncomplicated.”It puts the brand's promise, clarity, in the headline. „Asistență pentru începerea unei afaceri”“Assistance for starting a business”„Începe-ți afacerea cu claritate, nu cu întrebări.”“Start your business with clarity instead of questions.”It speaks to the entrepreneur who is just starting out and has many questions. „Vă putem ajuta să vă întocmim și să analizăm CASH FLOW-ul afacerii dumneavoastr㔓We can help you prepare and analyse your business's CASH FLOW”„Cash Flow-ul Îți Spune Adevărul. Îți Arată Cât de Sănătoasă Este Firma Ta.”“Cash Flow Tells You the Truth. It Shows You How Healthy Your Company Is.”It gives the entrepreneur the real picture of the company's money. „Înregistrare contabilitate SAGA”“SAGA accounting registration”„Folosești SAGA? Noi ne ocupăm de restul.”“Using SAGA? We take care of the rest.”Speaks directly to entrepreneurs who already use SAGA. The new headlines are the ones we wrote in April 2025 and published on [achr.ro](https://achr.ro/). The old headlines are the ones from the old site, captured on 16 October 2026. The English lines are translations of the Romanian originals. / 02 · Rebranding ## One symbol for the three services. The old identity used colors and a logo with no link to the company's three services, and the styles and icons changed from one section to the next, with no common system. The new identity starts from the **A+** symbol. The open square ties the three services into a single system, and the plus sign stands for added value. The symbol stays legible from the favicon to the sign on the building. Before · the old logo ![The old purple ACHR Group logo, with the descriptor “Accounting, consulting and HR”](https://unrivals.com/assets/achr/logo-vechi.webp) Now · the A+ symbol ![The ACHR A+ symbol, a light blue square holding the letter A and a plus sign](https://unrivals.com/assets/achr/simbol-a-plus.webp) ![The horizontal ACHR logo with the services descriptor](https://unrivals.com/assets/achr/logo-descriptor.webp) Logo · descriptor ![The horizontal ACHR logo with the message “Claritate și liniște financiară”](https://unrivals.com/assets/achr/logo-claritate.webp) Logo · the message ![The horizontal ACHR logo with the three services (accounting, consulting, human resources)](https://unrivals.com/assets/achr/logo-servicii.webp) Logo · the services The palette has four core colors and two accents, used on less than 5% of the surface. The typography is a single family, Urbanist. Sky Blue #019CDE Clarity, trust Charcoal Black #2B2B2B Authority, structure Light Silver #ECECEC Neutral Pure White #FFFFFF Neutral Emerald Green #30B666 Accent · growth Sunset Orange #F5851D Accent · actions Aa Urbanist Everything went into a 33-page brand book, so that the client and any future supplier can use the same system. / 03 · Design ## The same brand, on every surface. The identity shows on every surface of the company. The same system appears on the website, the business cards, the leaflet and the envelope, in the 10 email signatures and on the social media covers. The communication system completes the identity through ads and video scripts that carry the same message, and photos of relaxed people show financial peace of mind. ![ACHR sign with the new identity](https://unrivals.com/assets/achr/eco-panou.webp) Sign ![Phones showing the ACHR website and communication pieces](https://unrivals.com/assets/achr/eco-telefoane.webp) Phones ![ACHR business card of Alina Neculae](https://unrivals.com/assets/achr/eco-carte-vizita-alina.webp) Business card · Alina ![ACHR Group business card](https://unrivals.com/assets/achr/eco-carte-vizita-achr.webp) Business card · ACHR ![Envelope with the new ACHR identity](https://unrivals.com/assets/achr/eco-plic.webp) Envelope ![Leaflet with the new ACHR identity](https://unrivals.com/assets/achr/eco-pliant.webp) Leaflet ![The new ACHR website on desktop and on a phone](https://unrivals.com/assets/achr/site-desktop-mobil.webp) The new website · desktop and mobile 33 Pages in the brand book 6 Website page types, plus the mobile versions 10 Email signatures / 04 · Web design ## The website, page by page. The new site was simplified by removing seven old pages, among them the monthly promotion, e-invoicing and the newsletter, and the services are now grouped in a single menu. The homepage has a header with 8 elements instead of 18, the A+ identity appears everywhere, the message sits in the foreground, and client logos appear right below the main image. Before · the old site ![Homepage of the old ACHR website, with a crowded header and the headline “Claritate și liniște financiară” set as a secondary heading](https://unrivals.com/assets/achr/pagina-acasa-inainte.webp) Now · achr.ro ![Homepage of the new ACHR website, with an eight-element header and the free consultation button](https://unrivals.com/assets/achr/pagina-acasa-acum.webp) Before · on mobile ![Homepage of the old ACHR website on a phone](https://unrivals.com/assets/achr/pagina-acasa-inainte-mobil.webp) Now · on mobile ![Homepage of the new ACHR website on a phone](https://unrivals.com/assets/achr/pagina-acasa-acum-mobil.webp) About us Before ![The old ACHR “About us” page, with dense text and two long checklists](https://unrivals.com/assets/achr/pagina-despre-inainte.webp) Now ![The new ACHR “About us” page, with the founder, the company's numbers and airy text](https://unrivals.com/assets/achr/pagina-despre-acum.webp) The founder appears with a face and a voice, the company's numbers (15 years, more than 300 clients) are in plain sight, and the text has a clear hierarchy. Before, the text was dense, the benefits sat in two long checklists, and the values hid in columns of small print. Contact Before ![The old ACHR contact page, with the map on the first screen](https://unrivals.com/assets/achr/pagina-contact-inainte.webp) Now ![The new ACHR contact page, with the form ahead of the map](https://unrivals.com/assets/achr/pagina-contact-acum.webp) The form comes before the map, and the page promises an answer within 24 hours. The message is warm and addresses the reader directly: „Suntem fericiți să-ți răspundem cerințelor afacerii tale!” (“We are happy to answer the needs of your business!”). Before, the map filled the first screen and the form was a standard one, with no context. Contact · on mobile Before ![The old ACHR contact page on a phone](https://unrivals.com/assets/achr/pagina-contact-inainte-mobil.webp) Now ![The new ACHR contact page on a phone](https://unrivals.com/assets/achr/pagina-contact-acum-mobil.webp) Accounting Before ![The old ACHR accounting page, with the headline “ACHR Accounting” and long checklists](https://unrivals.com/assets/achr/pagina-contabilitate-inainte.webp) Now ![The new ACHR accounting page, with the headline “Accounting shouldn't give you a headache.”](https://unrivals.com/assets/achr/pagina-contabilitate-acum.webp) The headline starts from the client's problem, and the long checklists gave way to sections on benefits, on what the client gets, on their problems and on frequently asked questions. Payroll Before ![The old ACHR payroll page, with the headline “Payroll”](https://unrivals.com/assets/achr/pagina-salarizare-inainte.webp) Now ![The new ACHR payroll page, with the headline “Outsource your payroll. Gain time, clarity and security.”](https://unrivals.com/assets/achr/pagina-salarizare-acum.webp) The headline promises time, clarity and security, and the page adds testimonials and answers to frequently asked questions. Taxes and duties Before ![The old ACHR taxes and duties page, with the headline “Taxes and duties”](https://unrivals.com/assets/achr/pagina-impozite-taxe-inainte.webp) Now ![The new ACHR taxes and duties page, with the headline “Taxes should not scare you. They only need to be understood.”](https://unrivals.com/assets/achr/pagina-impozite-taxe-acum.webp) The headline speaks about the fear of taxes, and the page has a free consultation button, testimonials and FAQs. Financial consulting Before ![The old ACHR financial consulting page, with the headline “Financial consulting”](https://unrivals.com/assets/achr/pagina-consultanta-financiara-inainte.webp) Now ![The new ACHR financial consulting page, with the headline “Financial consulting that is clear, human and uncomplicated.”](https://unrivals.com/assets/achr/pagina-consultanta-financiara-acum.webp) The headline says what the client receives: clear and human consultancy. Starting a business Before ![The old ACHR page “Assistance for starting a business”](https://unrivals.com/assets/achr/pagina-incepere-afacere-inainte.webp) Now ![The new ACHR business start-up page, with the headline “Start your business with clarity instead of questions.”](https://unrivals.com/assets/achr/pagina-incepere-afacere-acum.webp) The old headline described the service, while the new one speaks to the entrepreneur who is just starting out. The page also has testimonials and a consultation button. Cash flow analysis Before ![The old ACHR page with the headline “We can help you prepare and analyse your business's CASH FLOW”](https://unrivals.com/assets/achr/pagina-cash-flow-inainte.webp) Now ![The new ACHR cash flow analysis page, with the headline “Cash Flow tells you the truth.”](https://unrivals.com/assets/achr/pagina-cash-flow-acum.webp) The long, formal headline became a short promise, and the page now has a free consultation button and testimonials. SAGA accounting Before ![The old ACHR page “SAGA accounting registration”](https://unrivals.com/assets/achr/pagina-saga-inainte.webp) Now ![The new ACHR page for SAGA users, with the headline “Using SAGA? We take care of the rest.”](https://unrivals.com/assets/achr/pagina-saga-acum.webp) The headline speaks directly to people who already use the SAGA software. Screenshots from 16 October 2026, the first screen of each page, from the old site and from [achr.ro](https://achr.ro/). The page headlines shown in the images are in Romanian, with English renderings in the text above. / 05 · CRO ## The first screen, with attention on the message. We compared the first screen of the old website with that of the new one. Both showed the same message. On the old site, attention went to the header and the decor. On the new one, the headline receives three times more attention, and the header almost disappears from the attention map. Before · attention map ![Attention map of the first screen of the old ACHR website, with attention split between the header and the decor](https://unrivals.com/assets/achr/atentie-inainte.webp) Now · attention map ![Attention map of the first screen of the new ACHR website, with attention focused on the headline, the text and the button](https://unrivals.com/assets/achr/atentie-dupa.webp) 7% → 21% Attention on the headline 16% → 1% Attention taken by the header 11% → 26% Headline, text and button, together 18 → 8 Header elements before, 8 in the contact bar and 10 in the menu We applied the same residual spectral saliency method (Hou & Zhang) to the 1440×820 px first screen of both versions, which showed the same message. It is an algorithmic analysis of visual contrast, without eye-tracking, so it describes what draws attention in the design. ### The logic, written before the design 01 ### A single action The brief for the service pages, written in March 2025, set the free consultation as the single main action on all pages. 02 ### Trust, placed strategically Client logos sit right below the main image, and testimonials follow them, on the homepage and on every service page. 03 ### Objections, resolved on the page Each service page has a FAQ section that answers the client's objections, and short calls to action along the page. 04 ### A short form and a promised answer The form asks only for contact details, the company's tax ID (CUI) and the message, and the page promises a reply within 24 hours. Before · the old siteNow · the new site It did not exist. The free consultation did not appear on any captured page.The button „Solicită o consultație gratuită” (“Request a free consultation”) appears on 11 pagesHome, About us, the seven service pages, News and Careers. It did not exist. The old site offered no guarantee.„Garanție 100%: dacă iei amendă din vina noastră, o acoperim noi.” (“100% guarantee: if you get a fine through our fault, we cover it.”)It sits on the first screen, next to the consultation button, and answers the client's fear of fines. It did not exist. Below the first screen sat a book cover, two icons and four team photos.Carousel of 10 client logos, visible on the first screenTrust appears before the visitor scrolls. There was no testimonial on the homepage.Testimonials on the homepage and on all seven service pagesThe voice of clients accompanies every service. The map came before the form, and the form had no context.The form comes before the map, with „răspundem în 24h” (“we reply within 24h”)The visitor meets the action and the promise of an answer first. Screenshots and counts from 16 October 2026, from the old site and from [achr.ro](https://achr.ro/), checked in the structure of the pages. / The project team ## Who worked on the project. Strategy ### Daniel Ene Revenue Acceleration Architect, UNRIVALS. He led the project, from strategy and data analysis to repositioning, content, site structure and communication. [View profile](https://unrivals.com/daniel-ene) Design ### Cristian Georgescu He created the design of the identity, the brand book and the website. [View profile](https://unrivals.com/cristian-georgescu) Implementation ### Websenior Websenior: WordPress implementation of the new website. / Why it matters to you ACHR is an accounting company, yet this happens whenever a company works well and is seen less than it deserves. Mihai Stanca put it this way, saying that the site looked outdated and the company looked behind on the legislation. The differentiator often already exists inside the company. **We find it, turn it into a message and build the system through which the message reaches the client**, from brand and website to every piece of communication. / The next step ## Want your company's image to be as up to date as its work? A short diagnostic: we show you what your market says, what you say, and where the difference between the two gets lost. [Request a diagnostic](https://unrivals.com/#diagnostic)