Prepared for change

A new fiduciary service brand establishes its relevance by anticipating change.

Sequent - Prepared for change
Sequent - Prepared for change

Introduction

For 50 years, the Rothschild Trust specialised in advising wealthy families, as part of Rothschild & Co., a multinational bank. 

Things changed in 2019. The Trust was bought bringing new opportunities. But how could the new business maintain the reputation it was associated with – without using the family name? 

 

Challenge

Typical clients need absolute assurance that the people they appoint to look after their financial affairs are going to act wisely. Clearly the fiduciary business is all about trust.

It needed a fresh direction that would appeal to new clients. At the same time, the new brand had to instil the same level of assurance, without banking on their heritage. 

The first step was to gather key stakeholders and listen to their views. They recognised the need to be more than just another ‘trust provider’. The new brand needed to address the deeper, human concerns of clients by promising a relationship that went beyond the transactional.  

Action

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.

Transformation

After more development, discussion and testing the new Sequent brand was ready to be launched. 

Initially, we focused on an introductory brochure and website. The brand foundation and visual style allowed us to introduce Sequent as the fiduciary service that’s prepared for change. The name, design and tone of voice work together to present Sequent as grounded in the real world, astute at assessing changing situations and wise in handling large fortunes.

Sequent has been able to establish its relevance in the market with a client–centric approach and a confidence stemming from its deep knowledge and experience.

IMPACT

“We’ve been really pleased with our decision to
work with Sparks. The creative ideas that flowed from their research were compelling and engaging, and gave us something very distinctive for our market.”

Richard Martin, Executive Chairman