Saltus
Using distinct strategy & disarming creativity to show the human face of finance.
Finding the confidence to stand out in a notoriously conservative sector takes some guts. We helped Saltus to identify their genuine difference and to celebrate it through an unexpected approach to brand identity.
Sector
Professional Services
What we did
Discovery & Definition
- Audits
- Workshops
- Consultation
- Interviews
- Brand strategy
- Brand blueprint
- Brand proposition
- Brand architecture
- Site architecture
Design Development
- Creative concepts
- Brand identity system
- Brand engagement
- Messaging and tone of voice
- Brand expression
- Content creation
- Digital expression
- Digital design, UI and UX
- Print design
- Art direction
- Place-making and installations
Delivery
- Brand guidelines
- Brand toolkits
- Tone of voice guidelines
- Brand activation
- Front end development
- Brand guideline training
- Motion design and video
Context
When it comes to managing money, Saltus are industry experts. They’ve been successfully helping their clients to protect, invest and grow their money since the business was founded in 2004. With significant business growth in recent years – both organic and through acquisition – Saltus decided that the time was right to revisit its brand strategy and brand identity, in order to better reflect its future ambitions.
Baxter & Bailey were the natural choice for this transformative project. Their team took the time to understand our ambition and our challenges. As a result, their strategic recommendations were insightful, well-researched and robust. It was an approach that has allowed us to occupy a clear and distinct market position. Exactly as we’d hoped.
Solution
With a growing and broadening audience, Saltus identified a clear need to communicate its experience and expertise in a much more engaging, human and approachable way. Through workshops, one-to-one stakeholder interviews and research, we developed a new, bold brand strategy which in turn led our creative direction. By embedding heart and soul into the solution, we helped Saltus to step away from the cold, corporate communications of old. Warm and witty copy, hand-drawn illustration and a flexible design system combined to help Saltus challenge preconceptions and win new fans along the way.
This is an exciting but demanding time for Saltus. Our business is growing, as is our audience. It was hugely important for us to have the tools and guidelines to ensure our marketing communications were powerful, clear and consistent. I’m happy to say that Baxter & Bailey more than delivered on this requirement.
Impact
The new brand identity we designed and implemented for Saltus turned out to be the tip of an enjoyably large brand iceberg. Following this inaugural project, we went on to evolve – and, in some cases, revolutionise – the brand identities of its growing roster of sub brands, businesses and products, all following the visual and tonal lead of the parent company.
Awards
Transform Awards
Silver 2020
Transform Awards
Silver 2020
Special Thanks
Thanks to the whole Saltus senior leadership team for inviting us to help shape this transformative project. Special mentions should go to Simon and Gemma for being the very best type of clients: collaborative, challenging and trusting in equal measure!
