Making a financial rebrand feel anything but corporate
A comprehensive rebrand giving Fairway Group a fresh, modern identity that reflects its independence and expertise in financial services.
A refreshed identity, online and in print
Fairway Group, an independent fiduciary group offering private client, corporate, funds, and pension services, recently revamped their brand but felt there was room for further improvement. They approached us seeking fresh inspiration and better organisation for the brand and how it plays out across the business.
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We delved into the values of the Fairway
To kick off the project, we delved into the core values of Fairway Group, understanding what they stand for, what drives them and their position within the industry. This deep understanding allowed us to develop a clear vision of how the brand should be represented visually and verbally.
One of our key decisions was to leverage the recognisable arches from their existing logo, transforming them from static assets into dynamic visual elements that would breathe new life into the brand. By combining these arches with a vibrant and contemporary image library, we created a visually striking and modern brand identity for Fairway Group.
Additionally, we conducted a thorough review of Fairway's brand messaging to ensure it effectively connected with its key audiences. As an owner-managed business, Fairway prides itself on its independence and ability to provide continuity through a dedicated team led by directors. While the line "Consciously independent" had been a significant part of their messaging, we discovered that without context, it wasn’t acting as an effective headline. Therefore, we opted to repurpose it as a tagline rather than an advertising headline.
The project had many parts, with the new brand style having to be rolled out across everything from the website and social media to business cards and printed collateral, even branded merchandise and clothing for sports and events.
A clean, crisp look that stands out against competitors
We successfully revitalised Fairway Group's brand identity, giving it a clean and crisp look that could be seamlessly integrated across touchpoints. Advertising messaging now conveys Fairway's services and unique differentiators powerfully, ensuring they stand out against competitors.
The transformed brand captures the essence of Fairway Group's values, professionalism and commitment to excellence. It reflects their 20+ years of experience and showcases their ability to make a difference in the lives of their clients, colleagues and the community. With a strong and cohesive brand identity, Fairway Group is positioned for continued success in its industry.
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