Story has revamped the branding of Saracen Fund Managers, creating the overarching proposition ‘Share Success’ which looks to highlight the importance of the partnership Saracen has with its wealth manager clientele and the performance of the fund to date.
The new branding in gold and teal features a triangle, representative of knowledge and strength, which replaces the ‘A’ in the company name ‘SARACEN’. The origins of the Saracen name are woven into the brand with the use of iconic, triangle-checked heraldry on the back of business cards, stationery and literature.
Saracen chief executive Graham Campbell said of the brand revamp: “The brand now needs revitalised to reflect today’s investment world, our investment values and philosophy in a clear, differentiated style that is aligned with the success of our top performing Fund. Story very quickly grasped what our team wanted to achieve and has efficiently developed a distinctive brand, as well as producing powerful marketing tools.”
And Story MD Sue Mullen added: “We wanted to maintain the original essence of the brand but make it more relevant and uplifting. The challenge was to be innovative in the brand’s look and feel yet maintain the gravitas required of a well-respected fund management company.”