PUNTER SOUTHALL GROUP
Creating a unifying but flexible identity
Punter Southall Group (PSG), a financial services organisation, had expanded its portfolio of companies over the years but never updated its brand.
Consequently, the brand was outdated and disjointed, and opportunities to cross-sell were missed.
They needed our support to create a strong but flexible visual identity to tie their companies together.
WHAT WE DID
Digital brand guidelines
Align but differentiate
PSG had no overall brand recognition, and the individual companies had brand identities distinct from the wider Group. We were tasked with aligning the companies under the Group to increase brand recognition and enable better cross selling between Group companies.
We gathered insights from market analysis, competitor audits and reviews of their customer base to analyse in workshops. During these sessions, the Group’s agility and ability to adapt stood out as a unique selling point - they placed customer need at the centre of all their business activities, shaping their business around customers. From this key insight, the ’Intelligently agile’ Organising Idea was born.
FutureKings were instrumental throughout the process of organising our Group for success. By engaging each of our companies in a programme of brand work, we have aligned our people behind our strategic goals – both now and for the future.
Jonathan Punter, Group CEO, Punter Southall Group
Unite to grow
To communicate the Group’s Organising Idea, we built a bold, dynamic and flexible design system. We used geometric flat design to unite the Group’s companies, while allowing enough individuality to highlight their wide-ranging offer.
Colour emphasises the range of products and services to different customer segments, interconnecting shapes to demonstrate both the individuality and synergy of the companies.
The Santral typeface used across the Group shows alignment. We built ‘Intelligently agile’ into the Group’s whole visual identity, using flat design across the icons for a smart, simple finish, and highly visual, in motion photography to emphasise the Group’s forward momentum.
We used a Masterbrand-led approach for the PSG rebrand to ensure their companies stood out in the market, but still looked recognisably part of the wider Group and reflected the parent company’s values.
Co-Founder & Executive Creative Director, FutureKings
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