Logical Financial Rebrand.
Thinking about financial services? Think Logical - Sydney, AUS.
James and the team at Logical Financial are primarily financed brokers but have many areas in which the company operates in. The brand had to be bold enough to stand out in a saturated market, but also flexible enough to work across the many professional disciplines the team did.
There were several major factors I took into account such as the location of clientele, who the clients were (age, sex, nationality, socio-economic factors etc) and the importance of trust, especially in this case as the company handled peoples life savings and large amounts of money. I started with a new advertising campaign based on a strong blue (highest trust colour as people generally associate it to sincerity and honesty) and clear full-sized images of actual employees on white background paired with straight forward, honest copywriting and real quotes. I wanted to inspire a calm, minimalistic nothing-to-hide attitude. We then took this trust-inspiring branding and rolled it across all client-facing touch points. This brand consistency helped sell the company and trustworthy professionals.
The job included competition analysis, creative direction, full rebrand, website build, UI and marketing.
My role was Creative Lead, which covered the full branding, competition analysis, UI and front-end web development, pitching to clients and timeline management.