Solution
Brand Strategy & Identity
Our approach was built on a combination of strategic insight, creative vision, and deep collaboration. We aimed to:
- Respect and refine the work already done, ensuring we built upon existing equity rather than discarding valuable brand recognition.
- Identify a clear, ownable positioning that would give Vincents a competitive edge and cut-through in the marketplace.
- Develop a flexible, scalable brand system that would allow for consistency across all touchpoints while maintaining agility for future growth.
Collaboration
This project was made stronger through the foundational work provided by our partner, Vie Marketing. Their deep market research and brand insights provided a critical starting point, allowing SOAK to refine and elevate Vincents’ brand strategy. We worked closely with their research findings to ensure that our creative execution was informed by real audience sentiment, industry positioning, and the evolving needs of the business.
What We Uncovered
Our research and brand work revealed four fundamental truths about Vincents:
- People Are Their Superpower
Vincents’ strength wasn’t just in their expertise—it was in their people. Their approachability, personal service, and deep client relationships set them apart from larger, more impersonal firms. - Corporate Yet Approachable
They aspired to be viewed in the same league as the Big Four but without losing the personal touch that had driven their success. This balance needed to be at the heart of their brand. - A Broad Offering, Lacking Clarity
Vincents offered a wide range of services, but their positioning didn’t clearly communicate the depth of their expertise. They needed a unifying narrative that could speak to their diverse capabilities. - Agility is Key
The brand needed to be flexible enough to work across a broad spectrum of industries, audience segments, and marketing channels—without losing its identity.
The Brand Evolution: “Every Angle”
From these insights, we developed a new brand positioning and tagline “Every Angle”, capturing the essence of Vincents’ approach—thorough, analytical, and relentlessly client-focused.
Whether solving complex financial challenges, uncovering hidden opportunities, or considering every possibility, Vincents looked at every angle to deliver the best outcomes.
To reinforce this, we developed a dynamic messaging framework that allowed for infinite variations:
- Every possibility explored.
- Every option considered.
- Every opportunity taken.
- Every expectation exceeded.
- Every solution found.
This messaging was woven into every touchpoint, from campaign headlines to website content, thought leadership, and client communications.
To bring “Every Angle” to life visually, we created a new brand identity system:
- The Angle Device – A signature graphic derived from the ‘V’ in Vincents, creating a dynamic sense of perspective and movement.
- Sightlines – Radiating from a central point, these visual elements represented Vincents’ ability to see the world from multiple perspectives—360 degrees of expertise.
- A Bold, Modern Colour Palette – A refined blue gradient palette added depth and professionalism while maintaining brand equity.
A Consistent Visual Language – Designed to work seamlessly across digital, print, and motion, ensuring a strong, recognisable brand presence.
Collaborating with the Vincents Team
A crucial part of this project was ensuring a smooth and effective rollout of the new brand. Soak worked closely with Vincents’ internal marketing and design teams, providing hands-on mentorship to their designers. This collaborative process ensured that the brand guidelines were not just theoretical but practical, empowering the internal team to apply the new identity consistently across all touchpoints.
We developed comprehensive brand guidelines, outlining:
- How to effectively use the “Every Angle” messaging framework.
- The correct application of the angle device and sightlines.
- Best practices for digital, print, and motion assets.
- A clear tone of voice to maintain consistency in all communications.
By working side by side with Vincents’ internal creatives, we helped embed the new brand DNA into the organisation, ensuring long-term success.
Website Transformation
With the brand identity refined, we turned our focus to Vincents’ outdated and fragmented digital presence. Their website needed to be:
- Strategically structured to make their extensive service offerings easy to navigate.
- Designed to showcase expertise, positioning Vincents as a go-to resource for industry knowledge.
- User-friendly for both visitors and internal teams managing content.
- Optimised for SEO, ensuring strong visibility in search rankings.
Our Approach
- SEO & UX Audit: We conducted an in-depth analysis of site performance, uncovering multiple technical errors that were limiting visibility and engagement.
- Audience-Centric Navigation: Rather than listing services in a traditional format, we structured content around key audience segments—Individuals, SMEs, Corporates, Government, and Not-for-Profits—creating tailored user journeys.
- Expert-Led Content: Vincents’ specialists were placed at the forefront, reinforcing expertise across all articles, podcasts, and webinars.
- Stronger Calls to Action: A streamlined CTA strategy made it easier for visitors to connect with the right experts.
- Brand Consistency: The “Every Angle” messaging and visual identity were integrated throughout, creating a seamless and recognisable digital experience.
The Outcome
Brand Outcomes:
- A bold, professional identity that positions Vincents as a top-tier advisory firm.
- A clear, differentiated brand message that reinforces their expertise and personal approach.
- A flexible, future-proofed system that allows for agile growth.
Website Outcomes
- A sleek, high-performing website that is easy to navigate and manage.
- Improved SEO rankings for key services, driving greater visibility.
- A user experience designed around expertise, making Vincents the go-to resource for industry insights.
- A digital presence that matches their ambition—on par with Big Four firms.
The Impact
Vincents now stands confidently at the forefront of the advisory industry, armed with a brand that reflects who they are and where they’re going. With a cohesive identity, a strong market position, and a website designed for impact, they are poised for the next phase of their growth.
Their brand is now built by design, not by default.
