Shaw & Co launch new brand created by Design by Structure

Bristol-based corporate finance firm, Shaw & Co, has launched its new brand identity developed by London-based design agency, Design by Structure. The new work supports the company’s ambition to position itself as a ‘disruptor brand’ in the corporate finance (CF) market.

Shaw & Co wants to make CF more accessible and has taken a more human and emotional approach to the brief. By understanding how important people’s business are to them and focusing on the emotional drivers, the brand aims to offer a more differentiated business service.

“To support our ambitious growth plan, our brand needed a major rebuild to re-articulate our value proposition and competitive positioning. We’re winning bigger deals; we have a very loyal client base, and our net promoter score is 80+ so it was the perfect time to transform our brand strategy. The pandemic gave us the opportunity to conduct internal and external research to understand how our employees, business partners and clients valued the brand,” says Paul Mills, CMO of Shaw & Co.

The brand’s new proposition is based on how Shaw & Co enables its clients to achieve their greatest business ambition – whether growing, funding or exiting their business – ‘We turn your ambitions into greater outcomes’.

While the new brand work conveys both the functional and emotional side of the story, the creative solution continues the human approach across all elements. It launched into the marketplace with a vibrant green colour palette which aims to stand out in a sea of corporate blues.

The approach continues with a bold typeface to reflect ‘big ambition’ and a handwritten typeface to suggest human interaction. Hand-drawn devices (arrows, underscores etc.) will also be used throughout brand comms as emphasis points to hero key messaging.