In 2020, Record implemented a revised strategy focused on broadening the scope of its products and services, transitioning from currency and derivatives into the broader asset management sector, and wanted a brand that reflected this new ambition.
Although highly specialised in nature, the knowledge, expertise and client relationships built over 40 years provided the perfect building block for the transition. Through investment in technology and resource, Record is focused on the modernisation of its business and in building partnerships with clients and other specialists for a path of mutual benefit. In order to aid this change of message, Buchanan was recruited to address the brand’s identity to ensure it was better equipped to reflect the refreshed narrative.
Initially, we conducted interviews with internal and external stakeholders to gauge perceptions of the organisation. Secondly, we reviewed peer brands, visually and verbally, to better understand the landscape and space into which Record was repositioning. This provided a crucial baseline informing the third stage; which aspects of the current brand would be retained and which required attention.
Our process in refining these aspects was collaborative and iterative. We worked in close partnership with a core team at Record to scrutinise all aspects of the brand; from fundamentals like the company name and values through to implementation details like imagery styling and colour palette.
The culmination of this process was the delivery of a new logo from which an entire visual framework emanated. The implementation of this new identity was outlined in a brand guideline document which detailed the revised brand framework, a vital tone of voice to reflect Record’s strategic objectives of modernisation and diversification.