Develop a confident new brand identity and tone of voice that inspires trust in clients and aligns with the vision of becoming a pre-eminent trustee services provider.
The insight
After a series of mergers and acquisitions, the brand was lacking definition and focus, despite a proud 125 year bloodline. The opportunity was to recapture this sense of heritage and corporate wisdom, yet in a thoroughly modern way.
The solution
Streamlined brand architecture, anchored in ‘The Trust Company’, with a new, contemporary and sage-like visual identity. A simple yet surprising colour palette reinforces the pre-eminent brand positioning and accurately captures the warmth of the business culture. The new identity was merited in the global ReBrand 2011 awards.
