‘Please help us present ourselves in every area of our business’
Chase Buchanan is a financial services business that specialises in investment and wealth management. They commissioned topright to review their brand identity. A point had been reached where their website and branding had become dated and no longer accurately reflected the dynamic business Chase Buchanan had become. Their financial services rebrand would showcase all of their existing achievements and better communicate the high-quality service that they have always delivered. They also wanted to reflect the personality of Chase Buchanan and their core values of trust, honesty and integrity. Needless to say, the rebrand also had to be relevant to their services and clientele.
It was apparent very early on, that after initially being commissioned to look at a small part of the identity in isolation, that topright would in fact be involved in overhauling the entire businesses communication collateral in both print and digital. The new marketing and communications materials would all be launched at the same time as the new website.
Beyond simply updating, an important stipulation of the rebrand was the need to communicate Chase Buchanan’s personality visually, throughout all their customer-facing and internal communications. topright devised a style and graphic voice that communicated their personality perfectly. The use of colour, fonts, images and graphic devices would give Chase Buchanan a unique and unstuffy look, whilst infusing a classic edge that projects their people focussed approach. This would make them stand-out in a crowded market. The identity is very strong, easily identifiable, memorable and dynamic.
The newly branded collateral included: Interactive pdfs; informative customer guides; staff training materials; brochures; forms; stationery, advertising; social media collateral and the brand’s visual identity guidelines. Whilst putting all of this together, topright were also designing and building the new company responsive website. Here visitors can find out about all their services, review the latest financial news and request and automatically be sent free financial planning guides on the many topics in which Chase Buchanan offer financial advise. The website offers two forms of blog, one that is an automated feed from Google’s financial news and the other is a Knowledge library, which offers advice, views, tips and historical reporting from Chase Buchanan themselves. There is as with much of our work, lots of website functionality included.
Importantly from their marketing perspective, Chase Buchanan’s core services are pushed front and centre of the home page. This makes them instantly apparent and available. All other services are also available and easily accessible from all areas of the website. The structure of the navigation was carefully crafted using a wireframe to guide the user smoothly and intuitively to the appropriate area of the site.
The countless documents that Chase Buchanan use on a daily basis, from training to client agreement forms will now have a unified and coherent family feel. Since the launch Chase Buchanan have asked topright to look at many other internal documentation and communication areas of their business to further deepen the brands impact.
I am very pleased with how things have gone, we are thrilled with the website and the new look generally, we have more to get done and I’m confident that will go as well as everything has so far, I wouldn’t hesitate to recommend them.Georgina EldridgeManaging Director, Chase Buchanan