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Client

Brain Partners

Sector
Financial
Disciplines
Strategy
Brand Naming
Design
Digital
Communication
Campaign
Verbal

Branding financial intelligence powered by Brain Partners

Brain Partners are a fast-growing chartered accountancy firm based in Sydney who provide specialist financial services across Advisory, Optimisation and Compliance. The industry is dominated by the ‘Big 4’ consultants; Deloitte, PwC, EY and KPMG with many other small to mid-tier firms competing for business. Brain Partners wanted to expand operations at home and overseas and felt their old identity no longer reflected their ambition. Nor was it particularly distinctive; and when you are a challenger brand it is essential to stand out against your competitors. We were asked to address these issues and create a platform from which Brain Partners could grow. 

Intelligent advisory.

Founded by Fergus and Melissa Brain (who have both worked at Big 4 companies) Brain Partners wanted to expand their operations in Australia and overseas, particularly in the United States. Our research determined how Brain Partners connected with clients and what made stand out was their personal, hands-on approach, delivering smarter, technologically driven solutions, rather than the ‘one-size-fits-all’ approach seen from their competitors. 

Brain powered growth.

Given the expansion plans to the USA there was some discussion about whether a name change would be a good idea. This was largely driven by a desire to have a US style dot com URL, which in the case of Brain Partners was (unsurprisingly) already taken. We advised against changing the name and put forward various options which resulted in Brain dot Partners, giving the new URL a contemporary international edge.

This was a good idea, considering the equity within the name and also because sometimes the lowest hanging fruit offers the best opportunities. And, when you are given a name like Brain Partners you just have to follow your instincts! Our new strategy centred on this gift which suggested the financial intelligence they apply to solving client problems and helping them achieve ambitions. We defined this approach with a verbal pun; “Brain Powered Growth” and created an evolutionary monogram style logo design. It was a simple and modern icon developed by replacing the topmost counter within the uppercase ‘B’ with a capital ‘P’ (for Partners). Thus, we subtly suggest the intelligence offered by the partners at the heart of Brain Partners.

Challenging financial clichés.

Blue is very a commonly used colour across financial services because it is safe and conveys trust. We took the decision to switch to a more distinctive warm red palette to suggest the power of Brain Partners expertise and position them as a leader in their field. To further differentiate the brand we did away with clichéd financial services photography and selected images which suggested the idea of growth. We used the new ‘B’ monogram as a frame with which to contain this new style and applied it throughout our new website design.

Project outcome.

Having relaunched the brand in Australia, we helped Brain Partners launch the new brand in the United States. We continue to work closely as brand custodians, managing creative application and the growth trajectory of the brand to ensure consistency and meaning with new opportunities.

Original Brain Partners logo design with colour palette, application to website and social media banners.
Comparison of the old Brain Partners logo design (left) with our new Brain Partners monogram logo designed by Propella.
A visual comparison of the new Brain Partners logo with key competitors; Deloitte, EY, Grant Thornton, KPMG, PwC, Herbert Smith Freehills, BDO, PKF, Bakertilly, Pitcher Partners and Andersen Global.
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Open story

Brain powered growth.

Brain Partners Financial Advisory, Optimisation and Compliance specialists. The new mobile website design for Brain Partners on an iPhone featuring the home page and pop-up navigation.
Poster designs for Brain Partners inspired by pioneering graphic designer Josef Müller-Brockmann. A simple typographic grid is determined by the red oversize Brain Partners logo icon overlaying monotone images from nature.
Poster designs for Brain Partners inspired by pioneering graphic designer Josef Müller-Brockmann. A simple typographic grid is determined by the red oversize Brain Partners logo icon overlaying monotone images from nature.
New desktop website design for Brain Partners Financial Advisory, Optimisation and Compliance. The design features the home page and our tag-line “Brain Powered Growth”.
The new Brain Partners brand design applied to various merchandise including a canvas bag and a matchbox.
Image features a grid of our new Brain Partners icons overlaying a black and white Rhododendron flower, created for the new website design.
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Embroidered logo on red sweater for Brain Partners
Directional signage and poster designed for Brain Partners Advisory, Optimisation and Compliance specialists.
Stationery designed for Brain Partners Chartered Accountants, includes letterhead, business cards and compliment slips. Designed using a simple Swiss style grid and two fonts; Commuter Sans and Faustina.
Branded merchandise designed for Brain Partners Chartered Accountants. Used by employees or given as gifts to clients, this image features a branded spiral bound note book and coffee mug.
Business cards designed for Brain Partners Chartered Accountants using two fonts; Commuter Sans and Faustina. Each member of the team could select a different black and white image to feature on the reverse of their business card.
Branded graphics for the Brain Partners board room which brings our new design to life and enliven the office spaces. Featuring a black and white photograph of a ballerina and the logo icon on red vinyl applied to glass.
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We feel very privileged to have an agency of Propella’s calibre help shape our brand!”

Fergus Brain
Managing Director
Brain Partners
Large red way-finding signage monolith designed for Brain Partners Chartered Accountants created to aid navigation around environments.
Brian Partners pencils and foil embossed logo
Whilst Brain Partners are at the cutting-edge of integrated financial technology, sometimes an old-school approach to filing is required. We designed various on-brand designs for traditional storage of information.
A large Brain Partners logo icon overlayed with a bird taking off. Next to this our designs are applied to iPhone cases for gift merchandise.
The new Brain Partners brand identity colour palette is based around a bright shade of warm red, black, white and tones of grey to differentiate from typical blue colours seen in financial services.
Brain Partners typographic style uses a beautiful extended Sans Serif font called Commuter Sans, used this for headings and titles. For text and sub-headings we selected Faustina, a modern, slightly chiselled serif font.
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