Step 1: the brand workshop. We worked with the owners, the C-level executive and external consultants Denali to map out the landscape of the industry (which uncovered not one but four key audiences) and what each was seeking to hear from Heffron. By conducting exercises to pin down Heffron's values, relevance, offer and purpose, we arrived at a brand story that made sense. We were ready to begin the next step: the identity.
Some things didn't need a great deal of work. We elected to keep Heffron's signature aqua colour as a point of continuity between old and new, but remade the logo with subtle clues that said growth (yes, that second 'f' is taller than its neighbour) and quality (the 'o' becoming a laurel wreath with a hidden tick of approval.)
The biggest change was adding a tagline to the logo. Sifting through the research showed that Heffron's customers and even internal staff all valued the fact that Heffron were the best at solving knotty SMSF issues. Finally, Heffron had a short, sharp statement that explained why they did what they did. We're here to solve problems. Problem solved.