Southpac

Services

Brand Strategy
Brand Identity Design
Brand Book & Guidelines
Collateral Design
Social Design
Website Design
Website Development

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The Southpac Group has been safeguarding personal wealth since 1982. Specialising in international asset protection, trust and estate planning - they have long been regarded as the market leaders.

However with new competitors emerging and an aging identity no longer reflective of their pedigree - a rebrand was required to maintain market share - especially amongst their primary audience in the United States.

We wanted to reimagine the identity so that it represented Southpac's legacy and current customers, while also appealing to their next generation of clients.

The refined wordmark is paired with a stylised shield to represent the company's heritage. A moody colour palette, along with stormy imagery, was chosen to reinforce the theme of protection and solidarity - even in turbulent times. Finally guilloché-inspired patterns and a simplified globe were designed as tools to help communicate the protection of assets across borders.

Supporting the rebrand, a dynamic new website was designed and developed as a showcase for the business and to better engage both referrers and clients. And an extensive set of social and print assets were also created.

Southpac's new brand successfully provides the company with a distinctive presence and re-establishes it as the category leader.

Here's to another 40 years.

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