BRAND POSITIONING • LOGO • VISUAL SYSTEM • BRAND BOOK • BRANDING PROGRAM
The business was no longer portraited by its graphic identity. It was outdated and needed energy in order to compete within the financial services industry.
By maintaining important brand components (brand name, striking blue colour and a circular shaped symbol) and adding an orange to the colour palette and a more current typeface, it was possible to create a more modern look and feel for the brand.
Brand guidelines were developed to standardise the identity.