Over the past seven months, Visual Identity has had the pleasure of working closely with one of our long-standing London-based clients in the financial sector. An industry we know well and continue to serve with passion.
Brand evolution project
The brief was clear: evolve, not revolutionise. An ideal approach, as VI believes the strongest brand evolution and update honours the legacy of the past. We do this whilst injecting fresh energy and relevance for the future. This was one of our most strategic evolutions to date—balancing heritage with a contemporary edge.
“A brand is the sum total of how someone perceives a particular organisation. Branding is about shaping that perception.” Ashley Friedlein
We began with in-depth logo development. We took it through at least three distinct rounds of refinement to reach a final design that truly represents the client’s values, strengths, and industry prowess. From there, we brought the brand to life across internal documents (Word and PowerPoint templates), external collateral (stationery, brochures, invitations, and signage), and regional office rollouts.
The branding has also influenced the client’s new website. Although not developed by VI, it follows the design language we helped create. In addition, we developed a bespoke imagery library, applying carefully treated tones reminiscent of vintage duotones, but reimagined with modern digital techniques. We opted for a timeless photographic treatment with a contemporary twist.
We also developed very detailed brand evolution guidelines as well as editorial guidelines, ensuring long-term brand consistency across teams and territories.
This week, VI sent out over 50 launch boxes across the UK. Each delivery contained everything each office needed to roll out the new brand post–Bank Holiday. The client is set to reveal the brand publicly soon, and we’ll be sharing more when that time comes.
“Working with VI is like having an in-house brand partner. They just get it.”
As ever, we’re proud to bring four decades of branding expertise to every project we do. This one was a masterclass in strategic evolution, and we can’t wait to see it out there on the streets!
Let’s build something that truly resonates.
📩 Reach out today and discover how we can help your brand’s evolution. Help you to connect with the people who matter most — with purpose, creativity, and lasting impact.
