Sionic — Brand identity refresh and new website — Brand Ethos
Future-proofing a global brand in the digital age. Brand identity refresh, digital toolkit and new website for independent financial services giant Sionic.

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A cut above

Sionic has grown rapidly from a niche consultancy in London to one of the world’s largest independent financial services firms. Their success driven by a shared commitment to providing outstanding advice to every client. With a recent merger in the bag, and now over 300 staff across America, Europe and Asia, Sionic was evolving and increasing in impact. Its brand needed to follow.

There were several key challenges. Disparate internal communities needed to come together as one single business. The brand identity didn’t work effectively across digital platforms. Visual and verbal language was flat and uninspiring. An inflexible website had lost impact.

Intelligence in design

It was time for a new strategic approach. To understand Sionic’s journey as a brand, pre- and post-merger, we took a step back from the brief. First gathering vital insight from staff and customers to determine the brand strategy. Shaping targeted propositions to drive digital content and determine the purpose and form of a new website.

This insight was applied to design. A refreshed brand identity was brought to life through dynamic visual language, using moving image to reflect Sionic as a catalyst of change.

With digital partner A : F and the inhouse team at Sionic we co-designed a new website from the ground up. Working with global teams to ensure services and sectors were clearly identified and core values embedded.

As trusted partner, we increased employee engagement by developing a brand toolkit to help staff ‘think Sionic’, win new business and better support clients. From slide decks to print, from office wayfinding to graduate recruitment marketing, Sionic’s new brand was clearly and consistently applied across every single touchpoint.

Sionic has an amazing story and clearly goes from strength to strength. In partnership with their team, we’ve applied intelligent design thinking to  create a brand that’s ready for the future, and more than capable of supporting their continued growth.”

Lisa Cromer, Brand Ethos

Learn more about Sionic on their website.