Developing a financial brand identity

Talisman client: since January 2013.

Brief: to create a new brand identity that is more approachable and less corporate.

Mariana were looking to broaden their Investment Solutions business by introducing a suite of Tax Efficient Investment products, to sit with their existing Structured Products offering. They were new to this market and felt that their current brand identity made them seem very corporate and unapproachable. They wanted to appeal more to end investors, but whilst maintaining a professional brand image.

Breaking the mold of traditional financial marketing

Solution: develop a new, fresh brand identity and tone of voice.

We started by looking at the company name and logo. By dropping the ‘Capital’ from the company name it instantly made them less corporate and more approachable. We also modernised the logo, keeping the existing trench icon but modernised it and using a sans serif type face instead of serif. We brightened their colour palette from a traditional banking blue and added new secondary colours to differentiate between the different product lines now on offer. On top of this we developed an imagery style that was unique to them, and different to what everyone else in the industry is currently using. Playing on the Mariana trench theme from which the company name was founded, we developed imagery using patterned fish and coral.

Using colour to differentiate business areas

Challenges: getting the brand set-up across all marketing items, on a tight deadline.

Once the brand had been established we then needed to get it rolled out across all existing collateral, including brochures, application forms, emails, advertising, product flyers and website. The client couldn’t stop business and wait for the literature to be ready so a schedule was created to manage the rebrand quickly and efficiently without reducing the results.

Communicating financial information in an engaging way

Rolling the brand out across literature

Developing a responsive website

Using colour to guide the website visitor

Results: an engaging, consistent and exciting new brand identity.

The new brand has enabled the client to launch the product range with maximum impact. They now stand out in the market with a professional and engaging suite of literature. Read about how we designed and built their website here and take a look at their new website here.