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The connections at the
heart of being part of
a family were the basis
for the new brand for
Family Investments
that
delivers on their vision
and works across all
their products and
markets.
The challenge
With the increase of partnership deals with high street brands
such as Barclays, Abbey National and the Post Office, Family
Investments recognised the need for a new brand which could both
support direct growth in CTFs, as well as work with other products
and markets. One of the UK's most trusted suppliers of financial
solutions, Family Investments asked us to identify what it is that
makes them stand out and where they should be heading. We consulted
extensively inside and outside this incomparable
organisation.
The solution
We identified their unique position in an ever more competitive
market and summarised this in one succinct statement: 'helping
families do the right thing'. 'Doing the right thing' not only
encapsulates their promise, but also reflects how Family
Investments deal with their customers, suppliers and colleagues.
Based upon this core idea, we created a positioning statement that
captures vision, point of difference, a state of mind, and a notice
of intent to the outside world. At the heart of the visual identity
is a tree of life, which captures the central idea of the family
and all the things that families love and live for. Each
illustration was specially commissioned to make up the tree and
each one communicates the rich ingredients of family life.
As well as appearing within the tree of life, the illustrations
can be used individually or combined together to create ever
changing scenes. The nature of the illustrations is playful,
abstract and unusual, appealing to both parents and children from
the ages of 0-18. It was important that we conveyed 'doing the
right thing' to these audiences in a way that was both compelling
and credible, so we ensured that the personality of the brand was
playful without being overly child-like. The colour palette is
bright and varied, with truly own-able and distinctive
illustrations, which creates an impactful and recognisable visual
identity.
We worked with Family Investments to create their hero launch
applications and continued to consult with them during the
development of their website and product collateral. This included
liaising with and advising their local agencies.
Our work
- Workshops and research (internal and external)
- Positioning statements
- Visual brand identity
- Tone of voice implementation
- Brand book
- Guidelines
- Communications and launch planning