Rebranding is a great opportunity to really get to know your clients and rebranding an existing client is no different.
The best part of working on this rebrand was being able to inject the key personalities into the brand and present them with something that will continue to grow, as they do.
Today, we are going to look at the Three Counties rebrand.
Established in 1989 and with nearly 30 years of service, Three Counties, understand that all their clients require is consistency with their financial planning and advice, as well as first class investment management service.
The existing brand has served them well and has helped them to instil confidence and trust to their clients, making them the highly respected business they are today.
The challenge was to create a new brand that inspires this confidence and trust into a new generation of clients and to attract new investors, whilst showing a positive step forward for the company and maintaining the respect of their existing clients.
The Three Counties team were guided through our branding process, after which we were able to immerse ourselves in Three Counties, the people involved and their aspirations as a company. This is key to creating a brand that encompasses their core beliefs and has longevity.
It was clear that they needed to step away from the traditional logo style that they previously had.
We realised that our brand needed an update back in 2016. The current brand no longer resonated with our key target market and was very much outdated. But, re-branding an organisation is a huge project and a decision that is very difficult to make. We approached Thrive to help with our decision and provide insight into whether it was the right time to re-brand.
After a number of discussions with Thrive it became very obvious that our brand was outdated and not fit for purpose. A new brand would not only give us the opportunity to stand out from our competitors but also allow us to communicate to a whole different market from a brand that had a value for the business in its own right.
After the decision was made to re-brand, Thrive guided us through the whole project from a no-jargon perspective. Coming from a financial background this was very important to us. After getting a real solid understanding of our business and how we want to be perceived via various branding workshops tailored to our personalities and requirements, Thrive have developed a brand that we are very proud of.
Not only does it differentiate us from other financial advisers, but its modern approach allows us to speak to the younger client which is very important and key to our marketing activity moving forward.
We are very pleased to present our new identity and brand to customers old and new alike along with the back story and tagline that accompanies it.
The whole re-branding process with Thrive was hugely informative and enjoyable and provided us with a huge amount of insight into the key values and perception of our business, a project that we received great value from and one I would not hesitate to repeat.
Andrew Alexander, Director and Head of Investments & Product Strategy, Three Counties
The new logomark is primarily made up of three sections - number ‘3’, letter ‘C’ and a ‘more than’ symbol, as well as three lines that illustrate the services running through everything they do. All of these elements conform to a grid, which in turn, forms the basis of the lockup with the logotype and strapline.
The key element of the overall logo is the ‘more than’ symbol, which ties in to the strapline - Beyond Wealth Management - and carries through the application.
The applications above show how the brand carries through their key printed material and online presence. Overall, the new brand is more structured and best suited to the direction of the company, with the opportunity to grow and develop as they need to.