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The challenge in rebranding
a Company that had been
around for over 100 years
was to develop a identity
that could move forward
with the organisation and
not just reflect its past.
The identity needed to reflect
a new direction and drive
within the business, along
with the key proposition
of prosperity to both
customers and stakeholders.
The unprecedented level
of diversification and
expansion within the
Company needed to be
considered in developing
the identity, so sub-brands
for both consumer and
investor products were
developed. Overall it was
important to achieve
consistency, flexibility,
presence and longevity
with the identity.