About the
project
THE BRIEF
Following a 2019 acquisition, Intertrust Group, began offering enhanced services to clients thanks to a global backbone of connected technology. Their new proposition was no longer communicated effectively by the brand so Intertrust Group reimagined their global brand identity, engaging our help to elevate and then to implement it globally.
As leading specialists in Corporate, Funds, Capital Markets and Private Wealth services, Intertrust Group works to enable their clients to invest, grow and thrive anywhere in the world. With presence in over 30 jurisdictions, Intertrust Group needed a look and feel that communicates their size, scale, connectedness and expertise, all delivered with the boldness and confidence required to stand out among the large number of B2B brands providing financial services support.
Our brief therefore was to take the new logo, colour palette and graphic style and elevate all elements to create a dynamic and striking brand identity for roll out around the world and across a range of external and internal comms.
THE PROCESS
The process was a collaborative one, with the agency working closely with a global client team and a number of other delivery partners. This was key as the work required to develop the brand identity and roll it out globally was significant, and timings were extremely tight. We were nonetheless able to hit all deadlines thanks to the agency’s extensive network which we deployed on a number of key tasks.
We worked in two stages. Stage 1 saw the agency take the new brand identity and turn it into something special, through the specification and selection of key images (less obviously corporate, more naturalistic and ‘global’) and the use of more dynamic and integrated graphical elements alongside this photography. This more distinctive and ‘ownable’ brand look and feel was then rolled out in Stage 2 across digital and printed materials for all service lines, from social media assets globally to airport advertising in Jersey to sales collateral in Curacao.
Alongside the principal corporate rebrand task, we also redesigned Intertrust Group’s employer brand identity, transforming the sub-brand in keeping with the new corporate identity but creating a distinct look and feel for employee comms around the world.
THE RESULTS
The rebrand overall has been a great success with excellent internal and external feedback. Post-launch we continued to work with both global and local client teams on the deployment of the new identity.
Intertrust Group’s Global Head of Brand, Steve Cornick, said: “…The team fully understood the requirements and pushed the brand into an exciting and energetic space, allowing us to stand out from the crowd. The scale and pace of the work was challenging but … I knew we were in very safe hands – it has been a huge success”
