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BRANDING NEWS: Higham looks to nature for brand inspiration

The Higham financial services group has rebranded as Higham Dunnett Shaw (HDS) in preparation for the launch of new services in October.

The new brand includes a new website, and a petal-inspired logo. The use of natural imagery has been the inspiration for the new design, including shots of fields, close-ups of leaves, the sky at dusk and seascapes.

Richard Owen, marketing director at HDS, comments, “We decided to take on natural imagery to convey fresh thinking and an energetic approach to doing things. Our brand imagery is also unusual in our market space; it reflects the fact that we're not a classic financial services firm, we've got more of an edge.”

The new identity was unveiled in August and along with a new website. The fresh image of HDS will be promoted to existing clients and prospects at the October push.

HDS will also be launching new customer management services with a new set of supporting marketing collateral.

It will be undertaking a full PR campaign and organising face-to-face promotion at trade shows and events, utilising on-screen demonstrations and case studies in order to promote the new brand and services.

Insurance complaints organisation Higham acquired pensions company Dunnett Shaw in 2005 and until now the two have traded under their original brands. Original branding was retained temporarily to maintain customer recognition.


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