A clearer brand identity for Punter Southall
**Transforming Financial Futures**
Since 1988, Punter Southall has offered services in financial planning, employee benefits, pensions, and legal support. Throughout its history, the Punter Southall Group has expanded through organic growth, mergers, and joint ventures, leading to a variety of companies operating independently. To achieve brand cohesion, they enlisted the help of Harrison Carloss to consolidate their entities. By working alongside Punter Southall Group’s research agency, they gathered insights from market analyses, competitor reviews, and customer feedback. Workshops underscored the group’s agility and focus on customer service, culminating in the selection of "Intelligently Agile" as the central theme for the brand transformation. The project also emphasized a clear and straightforward structure for services, establishing four main categories—Financial Planning, Employee Benefits, Pensions, and Legal—to simplify the diverse offerings without mirroring the previous complicated structure.
**Creative Audit**
Harrison Carloss was commissioned to evolve the Punter Southall brand identity as they integrated into a single Punter Southall brand. This resulted in suggestions for enhancing existing brand elements and identifying gaps to enrich the brand guidelines for the launch of 'One Punter Southall'. We examined aspects such as logo, typography, imagery, iconography, graphical elements, and color schemes. Additionally, we developed a robust, dynamic, and flexible design system using geometric flat design to unify the Group’s companies.
**Creative Options**
We presented three logo concepts for the new Punter Southall One: an evolution of the current brand, a revolution of the existing brand, and a complete rebrand. Punter Southall opted for the first concept—the evolution of the existing brand logo. We then implemented the brand with comprehensive guidelines covering logo usage, color palettes, patterns, icons, and photography.