Exploring a New Brand Direction
When we started working with Sytrus, they had an existing brand but it was feeling tired and outdated and it didn’t match the forward-thinking business they are. They approached us to work with them on creating a full brand refresh to align their brand visuals with their core values.
Sytrus were keen to explore new ideas and to see what direction they could take their brand in. Whilst they wanted to look modern and fresh, tying in with citrus/Sytrus theme, they didn’t want to stray too far from the presence they had already established.
We were very pleased with the brand mark, which is a very modern and abstract reimagining of the company’s initial (S). We were delighted that the brand mark was chosen from one of the concepts we presented in our first round. Our qualitative approach to brand building usually sees us secure client sign-off on a primary concept in the first presentation, because no-one enjoys going round and round in circles for months on end.
We knew the brand needed to feel contemporary, fun and eye-catching to help Sytrus stand out from their competitors and to show just how different they are from the ‘normal old-fashioned accounting firm’ people often see. We chose a colour palette of bright blues and pinks to show the fun side of the company, and combined these with professional imagery to maintain the element of professionalism required for a financial business.