Corporate mergers are complex financial affairs. So what role could design possibly have here?
The design challenge was to give each brand a unique look while creating enough commonality to indicate a shared heritage. The design objective for Leveraged Equities was to reinforce the brand’s position as a dominant player in the margin lending market, while the objective for Sandhurst Trustees was reinforce its 100-year heritage while adopting a more contemporary look. Equally important was the need to position each entity as a sophisticated, professional and contemporary player in their respective area of business. Typography and imagery were used to differentiate the two brands whereas the bold use of patterns and colours were the elements that brought unity.