The business has ambitious plans for the next 5 years and whilst they didn’t want to change the core logo, felt the visual architecture of brand needed updating to reflect the plans for the business. The brief for the brand refresh included a range of personas, from high net worth individuals, trustees of institutions, IFAs through to the heads of the social enterprises they work with. The brand refresh had to strike the balance between financial and social impact, reflecting the impact of their work.
We picked apart the existing visual architecture and brought in new strong graphic devices, colour palette, typography and vividly real photography to the core of the new visual brand. Establishing a new tone of voice works alongside the visual elements, focusing on emotive headlines and sub-headline copy to deliver uncompromising messages.
To date the identity has been rolled out across brand guidelines, email signatures, 2018 annual report, sales collateral and website. The website was built over a 16 week build schedule, using the Expression Engine CMS platform. The site build followed an architecture, customer journey mapping, design, build and test process and integrates enquiry actions into their CRM, triggering events for the relevant fund managers and venture specialists to follow up. The content is interlinked, displaying relevant impact stories, news and contacts through the different sections of the site. The back-end CMS is built to be as user-friendly as possible, striking a balance between predefined options, such as brand colours and templates, whilst delivering flexibility for future pages and sections to be added with a range of dynamic content blocks.
It’s been a great partnership with the team at Resonance and we look forward to further supporting the business and their work in the coming year.