Member Article

Creative specialists at heart of impressive and modern rebrand for well-established firm

A high-end wealth management service that enlisted Yorkshire brand expert, 10 Associates, to give it a fresh look which challenged industry traditions, has officially unveiled its bold new identity this month.

Artorius, a well-established firm offering a planning-focused wealth management service, wanted to stand out in a changing competitive landscape and a sector hindered by legacy infrastructure. The firm, based in London, Manchester and Zurich, wanted a rebrand that accurately reflected its agile and fresh-thinking ethos.

Through 10 Associates’ celebrated Brandschool® programme, the West Yorkshire creative specialists worked with over 15 key Artorius business associates to help craft the brand story, personality and essence to deliver a distinctive look that captured the people within the business, celebrated its clients and showcased its holistic approach.

Knowing that Artorius did things differently to other wealth management companies too, 10 Associates wanted that to be highlighted in the rebrand and so focused on representing the firm’s nimble and honest services as well as underline its established reputation.

Commissioned in January 2018, the elegant new look officially launched this week across Artorius’ three domestic and international office locations, breathing new life into each space and reflecting the bright personality of the brand.

Using a square that has been turned on its side to demonstrate its move from traditional to modern, the rich, optimistic literature complements the visually-engaging website which features beautiful mono photographic compositions.

Jill Peel, co-founder and creative director of 10 Associates, said: “Artorius is fresh-thinking in their approach to wealth management and we wanted to create that within their new brand. It showcases its move from a traditional company to a modern one, whilst still maintaining its existing reputation.”

Ian Marsh, CEO of Artorius, added: “We purposely wanted to engage a company that had not worked with a business in our sector before so that we could be sure of a completely fresh approach.

“Not only did 10 deliver on the mandate, making our firm look more relevant, smarter and modern but they helped us engage a wide range of stakeholders including all employees, as well as some key shareholders and clients. This ensured total buy-in to the outcome.

“Not only were 10 innovative, but also great fun to work with.”

In relation to the brandmark specifically, Ian added: “I love the colour, and the square on its side is masterful.”

10 Associates has offices at Wheatley Park in Mirfield and The Stanley Building, near St Pancras Station in London and boasts an impressive portfolio including household names such as online retailers AO and Halfords, as well as the packaging for cereal bar makers, Deeside.

Since 2004, 10 Associates has helped over hundreds of businesses reach brand achievement, through designing brand identities and building brand strategies from development through to activation.

This was posted in Bdaily's Members' News section by Hayley Paterson .