Brand Identity Redesign for Premier Financial Services Firm
A leading holding company that oversees a diverse group of specialised lending businesses operating in South Africa and the UK. As a dynamic entity, they offer financial solutions to the SME market, promoting business growth through affordable and fast funding options. Their services include business loans, home loans, asset management, and reward loans. Their mission is to provide smart financial solutions backed by the credibility and resources of Sanlam, one of South Africa’s oldest financial services companies.
Brand Strategy
Brand Guidelines
Brand Identity Design
Corporate Identity
Editorial Design
Print Advertising
Digital Advertising
Logo Design
The Challenge
Competition in Financial Services continues to grow so a fresh new name, positioning and brand identity was a key investment to grow the business.
The objective of a full rebrand that would unify its various financial offerings under a cohesive, modern brand identity including:
Rebranding the existing company Business Fuel: Transitioning from the former brand “Business Fuel” to the new name “GENFIN”, while maintaining existing clients and repositioning to attract high-value customers.
Establishing Brand Credibility: Reinforcing their position as a trusted, innovative financial partner by leveraging its relationship with Sanlam.
Creating a Modern Visual Identity: Developing a new logo, brand color palette, and a visual identity that communicates professionalism, reliability, and forward-thinking.
Brand Discovery and Strategy
The project began with a strategic brand discovery phase. Pure Creative conducted competitor analysis, customer insights research, and internal workshops to identify core values and brand direction. This phase helped shape the brand’s new identity as a leader in the financial services industry for SMEs.
Visual Identity
Logo Design: A new master logo was developed, combining a sleek, modern wordmark with a custom icon. The design emphasized trust and professionalism, with royal navy blue symbolizing reliability and blue-grey silver adding sophistication.
Color Palette: The selected colors included Royal Navy Blue and Blue-Grey Silver, both chosen for their positive connotations of trustworthiness, calm, and professionalism.
Brand Collateral
Stationery and Digital Assets: Pure Creative developed a full suite of brand assets, including business cards, letterheads, and email signatures, designed to reflect the new brand’s identity.
Social Media: Social media templates were created for platforms like LinkedIn to ensure a consistent and professional digital presence.
Digital Presence
Website Design: A user-friendly, visually engaging website layout was developed to optimize GENFIN’s online presence and improve customer engagement. The design ensured that clients could easily access information about financial products and services, enhancing the customer journey.
Brand Guidelines
Pure Creative produced comprehensive brand guidelines that detail the correct usage of the logo, color palette, typography, and other brand elements. This ensured consistent communication across all platforms.
The Results
The rebranding has been a significant success. The new brand identity has been well-received by customers and stakeholders alike. The revamped visual identity and digital presence resulted in increased brand recognition, helping solidify its position as a leader in the SME financial services sector. Key outcomes included:
Enhanced Market Position: The new brand name and identity successfully transitioned us from Business Fuel and created a cohesive, professional brand that resonates with both existing and potential clients.
Increased Credibility: The association with Sanlam and the new, refined brand identity reinforced our credibility and attracted higher-quality applications.
Conclusion
The rebranding project highlights the power of strategic design in transforming a brand’s identity and market presence. By partnering with Pure Creative, they successfully redefined their brand, strengthened market position, and enhanced its ability to connect with a wider target audience. This case study demonstrates how thoughtful branding can drive business success and support future growth ambitions.
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