Brand Satellite has created a new brand identity for Charlotte Square Partners.
Charlotte Square Partners marks the coming together of the expertise and experience of two of Edinburgh’s most renowned financial services firms; Newton-Barr Ltd and Castle Cairn Ltd. It provides financial advice to private individuals and small businesses.
The brief for the new identity was very specific. One of Newton-Barr’s partners, Brett Investment, is a client of Brand Satellite.
For Brett Investment, we created the ‘Bettr’ branding concept. We were now being asked to create a similar branding concept for Charlotte Square Partners.
The gauntlet had been thrown down. Obviously Brett and Charlotte Square Partners are two very different challenges. But, we were up for it.
We presented the ‘Q’ concept.
A smaller ‘Q’ was inserted into the logo, to represent the ’Square’. Being situated in Edinburgh’s Charlotte Square, with its reputation for the highest quality financial institutions, was considered extremely important. This concept helped to highlight that.
A smaller ‘Q’ was also inserted into IFA to create IQFA – Intelligent Financial Advice. This allowed Charlotte Square Partners to talk about a service all financial advisors provide, in a unique and instantly superior way.
And a ‘Q:’ was used on the website, to ask questions. This allows Charlotte Square Partners to ask the kind of questions a visitor to the site is likely to be asking about what they want and expect from a financial advisor. This gives the visitor the impression that Charlotte Square Partners empathises with them.
Along with the new brand identity, we designed and developed the new website and designed and printed a new range of stationery.
“We like using Brand Satellite for a couple of main reasons.” explains Gerry Seydak, Managing Director of Charlotte Square Partners.
“1) They listen to us. And 2) They came up with good ideas which added a nice twist to our appearance without trivialising the work we do. That’s an important balance to strike in the financial services sector.”