How do you build a brand to reflect both its social ethos and its financial expertise? You start by going back to what lies at its very heart – stripping the brand back and building it up again.
To build a consistent identity, we started with the existing elements of the logo and brand mark, and looked at how these could be developed into dynamic and useful graphic devices. Using the arrow motif, we were able to create a frame that would draw the eye where we directed it. This could be used to build up emotional engagement by framing faces in the photography, or to put attention on strong focal messaging.
In pulling the elements together, our discerning target audience was a key consideration. The overall identity needed to appear stylish, high-end, and professional. We achieved this by combining a fresh colour palette and bright photography, with an understated and refined herringbone print.
