Putting humanity and collaboration at the centre of financial services company
The financial services industry is littered with out-of-date traditions, jargon, and business speak. This went completely against the ethos of our client, and so we were keen to uncover a fresh approach to business.
Salman Solutions is an all female financial investment business helping guide companies through fundraising capital and managing a single-family office. We worked with a client of theirs on a rebrand separately and Salman Solutions felt they needed our take on how to solve their branding problem. They felt the financial services sector was too transactional, cold and for want of a better word, corporate.
The Human Connection
To better understand their world, we carried out an extensive discovery phase. We designed a tailored 20 page questionnaire for all stakeholders to get a synopsys of their business journey and find differences between stakeholder opinions.
Once the questionnaires were collated we worked with our team of copywriters and designers to craft the responses into a 55-page Brand Defined document. This presented back to the company exactly who they were, where they had been and what they stood for.
The project had to be completed within strict timelines for specific commercial contracts. The intense ‘deep-dive’ paid off; in less than 2 weeks we were able to understand the foundations of their business and the industry in which it thrived.
Despite having existed for 12 years as ‘Salman Solutions’, we pushed the boundaries and suggested a name change. We felt the ‘Solutions’ part of the name was exactly what we wanted to move away from.
“Collaboration is at the core of everything we do, and that culture of teamwork really does begin with us.”
Over the course of the project we held various strategy sessions to define a new Vision, Mission and Values and created the positioning statement.
With collaboration being the crux of the companies’ offering and one of its main USPs; we felt this was best shown in the logo as an ampersand. Salman& was born.
The ampersand was the open door, the invitation of partnership. Language was key to Salman& and the devil was in the details. By using a combination of an elegant serif and a precise sans-serif we demonstrated how there was space within the industry for personality and connection, without losing professionalism or trust.
There were three pillars to the business and we represented this through three colours; ink for professionalism and legibility, oat for connection and humanity, and the violet tone reflected the fun-loving, personality of the brand.