Accounting Aid Society launched a new brand identity —  including a new logo, tagline, print materials, and website

at an Open House that also showcased our new modern headquarters in the New Center One building . . .

November 2, 2017

Accounting Aid Society Announces Major Rebranding Campaign
and New Headquarters Move to New Center

(DETROIT)  — Accounting Aid Society held an Open House today at its new headquarters location in Detroit’s New Center to launch a rebranding initiative that supports the agency’s evolution as the region’s leading nonprofit volunteer tax preparation and financial services organization.

The new brand identity reflects Accounting Aid Society’s commitment to offering tax preparation and financial coaching services to meet the growing needs of the southeast Michigan community. The new visual identity also better aligns with the agency’s mission to create an economy that works for everyone by meeting clients where they are in their financial goals.

“The new tagline — ‘We use taxes to build relationships. And relationships to build futures’– reflects that yes, we do taxes, but there is so much more to Accounting Aid Society,” says President Kathleen Hatke Aro. “We begin the relationship with free tax preparation, but our larger purpose is to build a foundation on which our clients, the families, and the small businesses we serve can see a future free from debt and financial stress.”

After a competitive pitch process, the Utmost Group, a Detroit-based branding, marketing and communications firm, was chosen to lead the rebrand activities alongside Accounting Aid’s  marketing team. The rebrand of the logo and tagline was developed after researching the agency’s 45 year history, and interviewing supporters, partners and volunteers. A grant from the McGregor Fund supported the campaign which includes a portfolio of brand assets and marketing materials.

The new website ( and brand were designed to communicate with volunteers and prospective supporters. The rebranding launch also showcased the agency’s new headquarters which opened at the end of May. Now located at 3031 W. Grand Blvd., Suite 470, in the New Center One Building, the new headquarters provides open workspaces for team collaboration, state-of-the-art IT systems, and expanded conference and meeting rooms.

The Community Foundation for Southeast Michigan provided funding for the agency’s IT upgrades. A grant from the McGregor Fund supported rebranding efforts and office relocation. The McGregor Fund gave the nonprofit its first major grant, back in 1975.

“Accounting Aid Society comprises a critical piece of the local safety net, helping to return precious dollars to low-income tax filers who often struggle to make ends meet. We are honored to support Accounting Aid’s ongoing work to reach even more clients with tax preparation and financial coaching services,” says Kate Levin Markel, president of the McGregor Fund.

“Through the rebranding process we learned so much about ourselves and where we fit into the community,” says Aro. “Our new visual identity, along with our new modern headquarters, will inspire and motivate us to carry on our legacy as we respond to the increasing need for our expanded services.”

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About Accounting Aid Society
Accounting Aid Society is a volunteer income tax assistance (VITA) program that’s been successfully offering tax and financial services to taxpayers and small businesses in Detroit and southeast Michigan for the past 45 years. In that time, our services have returned more than $375 million in tax refunds to individuals and small businesses in Wayne, Oakland, Macomb and Livingston counties. This year (2017), the nonprofit touched the lives of 25,000 with 42,000 services and the help of 600 trained volunteers, creating an economic impact to our region of $28 million. Established in 1972 by accountants who wanted to give back to the community, Accounting Aid has earned national recognition and “Best-Managed Nonprofit” accreditation by Crain’s Detroit Business.

Current Major Accounting Aid Society Initiatives:

  • Mayor’s 2018 Expanded Earned Income Tax Credit (EITC) Initiative Part of a four-year initiative with the city of Detroit to increase EITC awareness and expand access to free tax assistance for all EITC-eligible Detroiters – projected to return millions back to the economy over four years. This year’s (2017) stepped-up initiative yielded $74 million more in state and federal tax refunds that went directly into the pockets of Detroiters.
  • New Ford Community Center, FREC 2 (Ford Resource and Engagement Center)
    Accounting Aid is partnering with the Ford Motor Co. Fund at its second Ford Resource and Engagement Center, which will include other nonprofits providing services with the mission of focusing on basic needs programs (distribution of food for the hungry, e.g.), economic growth services (job training, workforce readiness, accounting and business development services), and quality of life programming (recreational programs, arts and culture, etc.) The community center is located inside the Fisher Magnet Upper Academy middle school on Detroit’s west side. The first Ford Resource and Engagement Center opened in southwest Detroit four years ago (2013), and Accounting Aid continues to be one of its many resources offering year-round services.
  • Volunteer Recruitment
    Recruiting and training 500 to 700 volunteers to serve as tax preparers, greeters and financial coaches for the upcoming tax season and beyond. To volunteer or for more information, please contact

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About the Community Foundation for Southeastern Michigan
The Community Foundation for Southeast Michigan was established in 1984 for the betterment of the residents of Wayne, Oakland, Macomb, Monroe, Washtenaw, St. Clair and Livingston counties. The Foundation exists to connect people and organizations to the resources they need to create positive change in the region. It supports a wide range of programs, from arts and culture to health, economic development, the environment and beyond to improve the quality of life in southeast Michigan. For more, go to

About the McGregor Fund
The McGregor Fund is a private foundation established in 1925 by gifts from Katherine and Tracy McGregor “to relieve the misfortunes and promote the well being of humankind.” The geography of Principal interest is the city of Detroit and Macomb, Oakland and Wayne counties, and its grant making prioritizes basic needs, recovery and restoration, and transformational skill building opportunities for teens and adults in poverty. The McGregor Fund has granted over $250 million since its founding and has assets of nearly $172 million as of June 30, 2017. Visit for more information.