Deliverables
Brand Creation
Brand Identity
Brand Positioning
Brand Strategy
Brand Communications
Digital – Website
Print Collateral
Challenge
Reposition a boutique financial services firm with a 15 year history of providing fully integrated accounting, investment, superannuation and mortgage broking services.
When Utopia Financial Services were referred to Axiom, they were in the process of creating new business names for each business unit, they had previously received advice that there was a legal requirement to create a clearer delineation of which entity is providing planning/investment advice.
A comprehensive brand audit was undertaken and a brand strategy developed. Axiom recommended an alternative solution to their brand architecture that maintained the equity in the name, provided a consistent brand experience, yet still provided the necessary legal differentiation.
Response
We re-defined their core purpose, vision and value proposition. Created a much clearer brand architecture and naming conventions for key business units, as well as a subtle renaming of the suffix ‘Services’ to Partners to further reinforce their value proposition.
The core strategy behind the rebrand was not only to reflect a more contemporary and prestigious offering, but to imbue it with personality, authority and importantly – a story – something not often done in this sector. As the company name was inspired by Sir Thomas More and his novel Utopia as well as the resolute conviction of More’s personal values that showed courage, integrity and determination under extreme pressure.
We found inspiration from his Chain of Esses he wore as Chancellor which incorporated the Tudor Rose, and reinterpreted this into the letter ‘U’. The symbol is also crafted from four petals that are representative of the four core business units, all working together to provide a wholistic offering.
Result
Only recently launched, success of the re-branding can be best measured through the enthusiastic and rapid take-up of the new look by staff and management across the entire company.
