Imperial PFS
Corporate Brand REFRESH, DEFINE & ENHANCE
MINOR REFRESH: Changed elements of an existing brand due to direction from upper management. The process included strategy discussions with stakeholders. Results were subtle visual changes implemented gradually.
DEFINE: Defined all elements of the newly refreshed brand, including Audience, Mission, Values, Logos, Typography, Icons, Graphic and Illustration Style, Photography Style, Writing Style Basics, Preferred Terminology and Definitions, Voice, Tone, Legal Requirements. Many elements had not been defined, and a new comprehensive Brand Standards Guide was created.
ENHANCE: Integrated additional messaging, content and visual elements into the established brand. Efforts did not replace existing brand elements, but were added to better promote certain company capabilities.
REBRAND: 1) Established internal consensus and undertook client surveys to determine reasons and need for a rebrand 2) Undertook a rebrand audit to establish cost, involvement and possible timeline for completion. 3) Began the process of developing new logo(s) 4) Began strategy discussions for eventual launch - including decisions regarding type of launch, how the overall brand would or would not change, etc.
SS&C Technologies/DST Systems
Corporate Rebrands
MAJOR REFRESH: Changed elements of an existing brand due to direction from upper management. The process included strategy discussions with stakeholders. Results were messaging and visual, significant and comprehensive. New brand was rolled out publicly and strategically.
DEFINE: Clarified all elements of the newly refreshed brand, including Audience, Mission, Values, Logos, Typography, Icons, Graphic and Illustration Style, Photography Style, Writing Style Basics, Preferred Terminology and Definitions, Voice, Tone, Legal Requirements. Some elements had not been defined, and a new comprehensive Brand Standards Guide was created.
COBRAND: Due to company acquisition, a new interim cobrand was developed to ease client transition, abide by legal requirements, and facilitate eventual complete brand transition. A variety of official terms and definitions were established, specific informational anchor content was defined, and approved logo lockups, combining the current and acquiring companies' logos, were created and distributed.
INHERITED BRAND: Upon completion of corporate acquisition, new brand standards were provided by the acquiring company. Strategic rollout was planned, including significant client communication campaigns,
DEFINE: Partial brand definitions were undertaken due to either undefined elements in the new brand, or existing brand definitions that did not fully work with products and services from the acquired company.
