Modernizing a legacy brand
Colonial Trust
THE ASK
How can we take an old company (like started-in-1913 kind of old) and modernize the brand to make sure we stay relevant in the 21st century? Oh, and how do we do it in a way that still embraces our company’s history and founding legacy?
THE OUTCOME
The SLANT strategy team started the process with an in-depth audit of the company’s past marketing efforts and goals for the future. The resulting strategy and creative brief directed a delicate overhaul of the company’s branded materials, starting with the expansion of their logo into a full identity system. This new brand system served as the foundation for a suite of new marketing materials, website and collateral materials.
WHAT WE DID
Brand + Identity
Website
Printed Materials
Copywriting
BRAND STRATEGY
Our goal was to advance Colonial Trust’s brand from a single-use logo and basic colors into a fully developed brand system. This allows flexibility of materials to prevent “stagnation” of the brand.
SLANT’s creative team began with icon studies to determine ways to simplify the Colonial Trust logo for better visibility across a wide range of scales.
Small adjustments were then made to existing brand colors and new, brighter colors were added as a secondary palette.
WEBSITE
The newly defined brand system fueled an overhaul of the company website, breathing new life into their online presence.
A huge amount of detail was also put into the design of the website’s backend management system, ensuring the system is easy to use by Colonial Trust staff.
