PFS Consulting

Building deeper brand equity

Experts in business analysis, governance, and risk and compliance, PFS Consulting have a strong track record. But what their brand wasn’t communicating was the personal relationships at the heart of this success, and there was a focus on the individuals in the business rather than the building of brand equity. PFS approached us to reimagine their brand and identity to reinforce their positioning in the market.

Kick-starting the project with a strategy phase allowed for the brand story to unfold. We worked with PFS to identify their brand essence and bring it to life. With expertise in so many areas, we arrived at the idea of Rigour + Relationships, and with the identity system, decided to reflect the depth of PFS’ offering, while introducing a more human side to the brand. Many consulting companies communicate about the importance of trust and relationships, but rare are the ones who actually centre their business strategy around it.

Brand strategyBrand manifesto Identity systemLogo & brandmarksPrint designStyle guides
UX designResponsiveSite designSite development

We started with the PFS logo, crafting a more connected mark. To convey this concept of depth, the letters fit neatly within one another. Less corporate, the logo mark also echoes the personal service that clients of PFS have come to expect, while still suggesting authority and security.

Expanding the design system, we adopted an expansive colour palette and the use of multiple layers. In digital usage, these continuously shift, reinforcing the depth and versatility of their offering.

The website was a great opportunity to differentiate PFS from the competitors, and make a bold entrance with the new brand. The site is simple and easy to navigate, while the subtle animations and strong use of colour help create an edge. We saw the photography throughout the website as an important vehicle for emphasising the human side of PFS, and so we created a series of guidelines for photoshoots which helped create personable, employee-centric portraits.

“The UF team did an excellent job helping us crystallise and articulate our brand values, and implement our re-branding with great design work on our visual identity and a new website. We were very impressed by the insightful and creative approach they brought to bear, and the overall quality of their work.”

Daniel Frank, Director at PFS

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