Inspiring confidence

The desire to reinvigorate brand and positioning of the firm was a must, reflective of the quality of work they produced and its leading presence and perception in the market. 

Ready and responsive. 
Focussed and efficient. 
Connected and cut-through.
A seamless experience.
Consistent and secure.

We helped them take the desired leap from existing, evolved identity – to striking, dynamic new brand expression. Differentiating themselves from their competitors with a bold, new value proposition centred on streamlined complexity, connectivity and protection.

Connected protection 

The brand idea – ‘Connected protection’ – is the concentrated brand strategy thought that informs and inspires the creative expression (design). Within it are the prioritised ideas – the unique set of proposition, values and personality of Spruson & Ferguson – to steer the verbal and visual design: streamlined, connected and strong – across process, performance and location. 

These ideas – of streamlined and connected, structured and strong – are upheld in the main design motif: four quarters of a 360° circle.  

The precise, balanced and geometric letterforms of the logo echo the creative theme. 

We shifted away from traditional cold, corporate colours. A bold, vibrant, high-contrast palette further strengthens the presence and confidence of the rebrand and new value proposition of Spruson & Ferguson in their international markets.