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The Project

When we first met with Stephen from Ark Financial Group he knew they were overdue for a better brand to help them stand out in a rapidly changing industry. Their old brand was archaic and did not speak to their values, their offering or their audience. That’s where we came in. We were tasked with creating a brand that represented Ark Financial Group’s offering and resonated with their people as well as their audience.

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The Process

We met with each of the partners to really understand the aspects of Ark Financial Group that were important to them and what they really wanted to communicate with their audience. Following discussions with the Ark team and our extensive research into the industry we came up with a consistent theme of key messages that represented Ark. These key messages formed the basis of the rebrand.

We used the front view of an ark morphing into the shape of a shield to create a contemporary and simplified icon that symbolises Ark’s key offering / message around protecting clients’ futures. The colours used are purposely vibrant and bold – they make the brand friendly, trustworthy and engaging – just like the team at Ark Financial Group.

We created a suite of ‘on brand’ graphics, illustrations and images to roll out across all of Ark Financial Group’s communications, ensuring they convey a clear and consistent brand message at every touch point with their clients.

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The Website

To gain trust and engagement with their audience, we heroed Ark’s people, putting the experts at the forefront of the website. Along with the necessary ‘what we do’ and ‘how we do it’, we splashed client reviews throughout the site to demonstrate the credibility of Ark’s messaging. The Ark site is user friendly and intuitively leads the reader to exactly where they want to be. We think it’s pretty easy on the eye too.

What do you think? arkfg.co.nz

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