The Big Exchange was created to spark a movement addressing the UK’s intricate and interrelated investment and financial services needs. Brittany Golob reports on the company’s approach to messaging, brand language an...
Articles
Spotlight on BNY Mellon Investment Management
Focusing on brand strategy, architecture and consolidation, BNY Mellon Investment Management delivered a rebrand that would clarify its relationships with its internal audience and with its clients. Brittany Golob rep...
Internationalising Islamic bank brands
Banks in the Middle East are contending with a changing financial industry, the introduction of digital-first brands and a young, global population. Antonino Lupo reports on the tensions between traditional banking an...
Purple sphere inspires safety and flexibility in insurance company rebrand
“We saw this brand review as a significant opportunity to reaffirm and align to our purpose by telling the IAG story more clearly, and to develop a simple, flexible visual identity,” says Brent Smart, CMO of Insurance...
Opinion: Can digital disruption help reinvent professional services?
With digital transformation ripping through most industries, professional services brands are no longer exempt. The trigger is a new breed of client who, having made their millions in tech, are asking themselves why t...
Transform Awards: Simply Business
A winner at the 2018 Transform Awards Europe, Simply Business and Start Design recount the rebrand journey and the ways in which the former’s internal culture and app platform influenced its new approach to branding...
Rebranding risk management
For many companies in the current market, risk managers are primarily concerned with potential financial loss to a company, often resulting in pulling back if the loss is seen as excessive. However, to embrace a true...
Opinion: How do brands measure the emotional value of design?
We are living in an age in which measurement is top of every marketer’s agenda. It’s no surprise that even in the design world, clients are becoming much more analytical about the value of rebranding. Whether it’s mea...
Work and wear
When developing workwear for employees around the world, brands succeed most often when they gain insights and feedback from employees themselves. Amy Sandys reports on workplace uniforms...
Carefree campaign for FT Weekend brand
Among the giants of international print journalism, there are a few titles which stand out through brand image alone. The Wall Street Journal’s bold and historical lettering is instantly recognisable among a plethora...