Building a unified brand for a national financial advice leader.

Following the merger of 14 boutique financial advice firms, Shadforth Financial Group emerged as one of Australia's leading independent financial advice businesses. The challenge was to bring the new organisation together under a clear, consistent brand that would resonate with clients and differentiate it in a competitive market.

Working closely with the client, I developed a compelling consumer value proposition and applied Shadforth's brand guidelines across a comprehensive suite of marketing communications. At the heart of the brand was the positioning statement, "Go forth with confidence," a simple but memorable message that captured the confidence and reassurance clients gain through trusted financial advice.

We rolled the refreshed brand out nationally across a redesigned website, video testimonials, an integrated media campaign, brochures, newsletters and other marketing collateral. Every touchpoint was carefully crafted to reflect a consistent tone of voice and reinforce the new brand positioning.

The result was a cohesive brand experience that united the newly merged business, strengthened its market presence and gave clients a clear understanding of what Shadforth Financial Group stands for.