Working with the leadership we developed a brand foundation that accentuated the company’s strengths of adaptability and proactivity. Changes in family situation, or in the world at large, can happen suddenly. Being ‘prepared for change’ is the reason to trust and gives the brand a compelling point of difference.
Sequent means “following in a sequence or as a logical conclusion”. It suggests to clients that the company’s values won’t change. At the same time, it leans into the future, assuring clients that the company anticipates what’s next to secure clients’ fortunes for the long–term.
The visual direction also had to convey anticipation, adaptability and proactivity. Influenced by op art, visual patterns and geometrical sculptures, we created a number of visual directions. The selected route suggests flow, rhythm and movement – the sense of something about to happen.