How we built a clear brand proposition for a highly expert pensions consultancy

Isinglass are a small team of leading professionals in their field who provide consultancy services to companies large and small about all aspects of their pension programmes. Needless to say, they have decades of combined experience and knowledge.

So when they recently approached us to create a new look and feel for their brand that would position them as, ‘a clearer corporate pensions consultancy’, we instinctively knew the right route would be more creative than is typical in their industry.

Most importantly, it would have to simultaneously reflect their expertise while making them come across as very approachable. This is a particularly tricky task given that emphasising one can detract from the other or, worse still, we could end up with something that does neither job effectively.

After much thought, we settled on the campaign route of, ‘Bringing The Outside In’. This acknowledges that while being based outside of the City they offer a depth and breadth of expertise that is truly exceptional.

The client liked it and we set about creating a raft of new materials including a website, original photography based on the concept and templates for proposal documents and emailers.

The result is a fresh, modern take on branding in an industry that is often associated with staid images.