| The Trust Company
2011 REBRAND 100 > merit Enterprise Rebrand Country Base: Australia Industry/Sector: Financial Services, Trustee Services, Investments Below: Before and After Images in Slide Show, Summary, Credits 
Summary: Industry Setting The trustee services sector is not well understood by the average Australian, yet is highly valued by those who have need to adminster or manage complex assets and estates. The Trust Company, through its forebearers can lay claim to being one of Australia’s oldest and wisest trustee firms. Challenge To develop a confident new brand identity and tone of voice that inspires trust in clients, draws proudly from history yet presents the firm as dynamic, confident and ‘of today’. Strategy After a series of mergers and acquisitions, the brand was lacking definition and focus, despite a proud 125 year bloodline. The opportunity was to recapture this sense of heritage and sector leadership, yet in a thoroughly modern way. A bold new identity and communications materials were developed based around the brand idea – Inspiring Trust. Result We simplified the architecture of the brand and anchored it single-mindedly in ‘The Trust Company’. We built a contemporary and self-confident visual identity with a tone of voice to match. We gave the brand a simple yet surprising color palette that accurately captures the warmth of the business culture. The rebrand has been enthusiastically received by staff and clients and has assisted in lifting the new business inquiry rate to record levels. Credits: Client: The Trust Company - www.thetrustcompany.com.au Head of Strategy, Marketing and Communications: Simon Lewis Brand Strategists/Designers: Principals - www.principals.com.au Creative Director: Simon Wright Designer: Graham Barton, Nick Greening Finished Artist: Anna Ballard, Hayden Mathys Director: Wayde Bull Project Manager: Tui Horo, Heidi Afele [back] |
