HULLSTONE
The artists formerly known as the MAC Financial Group
This was a company founded to serve small businesses with their bookkeeping and compliance needs. Rightfully so, companies are focused on building their products, so MAC was founded to be the backbone for their back office needs. Whether it was monthly reconciliation, checks & balances, or financial strategy, MAC kept the proverbial train on the tracks.
Their early adopters were primarily in the construction and restaurant space. But as the client’s needs grew, so did MAC. Over time, they built tools to better serve their clients and found opportunities in other markets. It was at this point when they realized a rebrand was in order.
The problem
The name just wasn’t quite right; there’s this other small company called Apple that has a ‘MAC’ product. But that’s beside the point. MAC was merely the initials of the founder, so it was a fine plug at the beginning. And the lion of the logo was his Zodiac sign. Lastly, ‘Financial Group’ wasn’t an accurate indication of their true product offering.
Renaming
Brands are far more than one-and-done logos and taglines. They’re constantly changing environments that connect the dots between the human experience, products, and purpose. We wanted a name that was equal parts beautiful, functional, and built to scale.
Must meet the following criteria; Easy to verbalize, Short syllables, Memorable.
Hullstone
We explored hundreds of names, drawing inspiration from Latin root words, the origins of bookkeeping from the Egyptian civilizations, and word associations to ‘money’. We kept coming back to the theme of ‘direction’ and the idea of the North Star providing guidance. This nautical element eventually brought us to the hull of a ship, which is the watertight protective barrier that keeps cargo safe. But we also wanted to be the rock, and stable foundation for every small business. Thus, HULLSTONE was born!
The Secret Sauce: Equal parts Empathetic, Bespoke, and Knowledgable.
Positioning
Small businesses have a lot to worry about. You are building products and offering services that are changing the human experience. So why would you spend countless hours on backoffice tasks that cannibalize your time?
At Hullstone, we understand the unique challenges your business faces at every turn. Designed to give you hours back, we are a team of experts that handle your finances. From bookkeeping, reporting, tax-ready compliance to financial strategy and everything in between. We’re there every step supporting and coaching you on company goals, giving your business the mobility to make effortless and informed decisions.
We help small businesses do big things. We are Hullstone.
