When we began re-branding Alliance Trust Company, they had been using stock art as their identity – not the best look for a company that is responsible for millions of dollars of investments.
We met with the CEO and several members of the staff and discussed their vision for the future. We discussed how they, and their clients, perceived the company. We also asked if they saw themselves as a modern or traditional company. Providing six schematics, first in black and white, we could see how they felt about each design. So as not to influence the decision, color was added later. The results were award-winning.