The Alternative Approach Identity
From a copy only led brand, a new identity was required, to engage with the bolder investor seeking new potential. What sets Forsyth & Partners apart from the wall of financial investors, is to move away and identify with it’s audience’s personality. In addition, it is worth exploring mediums outside of financial investor press publications and for this campaign to be integrated, in an age, when you no longer call upon a broker, but can access a wealth of information online to make your investing decisions.
To convey what Forsyth Partners, stand for and what makes them unique, is their boldness to go to great lengths where to find higher returns of investment. Whereas other investment groups prefer to play it safe, Forsyth Partners’ brand was getting lost within the financial services sector, headline driven, big, bold, masculine and just not a sense of who they really are and what would make them the wiser choice for selective investors that want to perhaps not follow everyone else, but look another direction.
I created a simplistic and individual style of illustration, which enables flexibility in the visual integrated campaign. Deliberate brave confident lines, and solid colours, would stand out in their brand palette of FP yellow, and maroon. Using the example of insights of their Alternative Energy Resources product, it is revealed hydrogen fuel cells can be created from sugar cane ethanol, Alternative Approach identity was able to be developed further, using brighter photo-realistic imagery, demonstrating FP’s approach of exploring the unexpected, whilst revealing Forsyth & Partner’s edgy potential choices, where others avoid.
Forysth & Partners went from advertising twice yearly to twice a month, having encouraged the client to move towards digital and other medias, based on the alternative approach identity.