INTRODUCTION
BRAND ESSENCE
Jigsaw Finance started with the belief that they need to be more than a broker to succeed. They needed to be more like a finance house, but still be able to develop and maintain the relationships that are essential with the motor finance market.
Completing your financial picture
Automotive Finance, 2001, pg12
This article is a fantastic opportunity to reflect on how the business evolved in the last 10 years, as your mission got clearly shaped and you became a serious client on the automotive financial market. After those 10 years you can be sure what direction you are going and you are able to specify the strengths and weaknesses proven by time; you can afford to reinvent yourself. Now when your company matured, it is time to make it look more sophisticated and up to date with current trends. As the environment on the market is moving very dynamically your brand needs to keep up with the trends.
Jigsaw Finance will benefit from brand unification and the adoption of a strategic, creative approach; in the long term this will align the business strategy and operations with unified branding and marketing. This will provide a clear and efficient method of communicating for everyone and will nurture a confident and clear standard for everyone in Jigsaw Finance.
Confident, reliable and committed customer services – not corporate driven packages. The strong core of expertise creates the important backbone of your company.
What I’d like to concentrate on is consistency and with a clear message transferred to your audience, using a modern approach.
BRAND PROPOSITION We are looking to create an involving brand, reflecting your unique possibilities, innovation and flexible approach. The concentration will be on communicating the DNA of the business and more importantly evoking an emotional connection with the customers. Firstly we need to rethink the logo and the brand itself. Brand evolution has become common practise and is required in the dynamic environment that your brand appears in today. More tools to be used with your brand: more infographics and data visualisation (trustworthy), include your history and present your heritage (traditional), insight of the team (friendly), social networking (following trends), online help (practical), unified picture of your company (professional), up to date information (reliable), up to date design (sophisticated).
MOODBOARD
Styles, feelings, moods, colour palletts, graphics, illustrations, applications, viewpoints, materials, patterms, objects...
BRAND EXPERIENCE
customers dealers lenders brokers the DHL guy
How we are being perceived by internal and external audience
For customers The most important resource, the people – friendly, supportive and proud to deliver fast and convenient service. The brand must reflect confidence, reliability, trustworthiness and consistent professional attitude to an ever evolving future.
INTERNAL AUDIENCE
For staff The experience that you collected over the last 10 years puts you into a specialist position, as one of your main strengths, this evokes feelings of tradition and reliability. The brand must be constant for staff as well as customer to maintain a strong visual presence for showcasing their confidence in all that they do.
EXTERNAL AUDIENCE
CORE QUALITIES smart working fast moving reliable/trustworthy confident committed professional helpful safe innovative flexible modern stability
COLOURS
“I often think that the night is more alive and more richly coloured than the day.” Vincent Van Gogh
How do you feel when you look up in the sky at night, the stunning image which opens up in front of you, the eternity, the breath taking size and the stars appearing persistently, independently, no matter what is happening on our small planet.
Colour meaning in western cultures Blue: confident, uniform, reliable, safe, traditional, constant, commited, professional, trustworthy, sophisticated
Yellow: wealth, tradition, warm This metaphor is the image of a financial company in the current White: purity unstable environment, sitting stable on the market. Your current colours are outdated and incongruent with the message you are trying to put accross. The hue of blue you use is very old swatch and is connected with the 90s.
“No sight is more provocative of awe than is the night sky.” Llewelyn Powys
Competitors Colour Chart
Lenders Panel Colour Chart
TYPOGRAPHY
The typeface chosen feels more sophisticated, professional and trustworthy. Because it is professionally designed font, all its letter combinations are precisely maintained and its use could be applied over print and screen based media. The way the typography lays down the visual hierarchy of the logo, creates a dominant and confident sense, alongside other companies on the market working in the same sector. “J” and “W” are very strong and unique parts where your eyes naturally rest.
APPLICATION OF THE LOGO ON STATIONERY
3 Imex Technology Park Bellringer Road Trentham Lakes South Stoke on Trent ST4 8LJ Tel: 0845 680 0111 Fax: 0845 680 0411 Web: www.jigsawfinance.com E-mail: enquiries@jigsawfinance.com VAT registration no. 823826816 Registered in England and Wales No. 4029232.
3 Imex Technology Park | Bellringer Road | Trentham Lakes South | Stoke on Trent | ST4 8LJ Tel: 0845 680 0111 | Fax: 0845 680 0411 | www.jigsawfinance.com | enquiries@jigsawfinance.com
VAT registration no. 823826816. Registered in England and Wales No. 4029232.
TEL: 0845 680 0111 FAX: 0845 680 0411 WWW.JIGSAWFINANCE.COM ENQUIRIES@JIGSAWFINANCE.COM
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3 Imex Technology Park Bellringer Road Trentham Lakes South Stoke on Trent ST4 8LJ
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Tel: 0845 680 0111 Fax: 0845 680 0411 www.jigsawfinance.com enquiries@jigsawfinance.com
| VAT registration no. 823826816 | Registered in England and Wales No. 4029232
Dear Customer, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean sit amet massa eu mauris iaculis elementum non id arcu. In hac habitasse platea dictumst. Suspendisse convallis auctor nisl, sed semper diam molestie nec. Aenean fringilla dignissim ultrices. Suspendisse molestie pharetra pharetra. In tincidunt ullamcorper ipsum ac dictum. Ut ultrices rutrum lorem ut consequat. Nullam pharetra luctus imperdiet. Nullam pulvinar, felis in pharetra scelerisque, massa diam ornare risus, a tempor metus nunc sed est. Maecenas sollicitudin quam at eros dictum in ultricies nisi aliquet. Sed vitae tellus libero. Integer id tortor turpis, ut aliquet purus. Sed vel massa nunc. Sed dapibus malesuada tempus. Maecenas bibendum luctus nisl, eget suscipit urna sollicitudin nec. Maecenas eget diam ac neque suscipit convallis a sed lacus. In hac habitasse platea dictumst. Integer a diam dui. Morbi imperdiet diam at augue molestie congue. Etiam sed adipiscing diam. Phasellus id sapien aliquet eros tempor hendrerit. Quisque a est purus. In hac habitasse platea dictumst. Ut ut massa nulla, non rutrum nisl. Phasellus tellus ante, luctus at sollicitudin ac, pretium ac eros. Pellentesque dui lacus, faucibus vitae condimentum sed, gravida aliquam est. Suspendisse tristique ipsum vel felis ornare vitae consequat enim rutrum. Nam et blandit libero. Mauris a sem et diam consectetur feugiat in nec ipsum. Suspendisse euismod, nulla quis fringilla sollicitudin, dui enim adipiscing odio, non gravida purus arcu id eros. Ut porta fringilla ligula id consectetur. Donec porttitor sollicitudin ipsum rutrum ultricies. Integer consequat eros a leo rutrum nec vehicula metus lacinia Kind Regards Mr. Smith
TEL: 0845 680 0111 FAX: 0845 680 0411 WWW.JIGSAWFINANCE.COM ENQUIRIES@JIGSAWFINANCE.COM
3 IMEX TECHNOLOGY PARK BELLRINGER ROAD TRENTHAM LAKES SOUTH STOKE ON TRENT ST4 8LJ
VAT REGISTRATION NO. 823826816 REGISTERED IN ENGLAND AND WALES NO. 4029232
TEL: 0845 680 0111 FAX: 0845 680 0411 WWW.JIGSAWFINANCE.COM ENQUIRIES@JIGSAWFINANCE.COM
Dear Customer, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean sit amet massa eu mauris iaculis elementum non id arcu. In hac habitasse platea dictumst. Suspendisse convallis auctor nisl, sed semper diam molestie nec. Aenean fringilla dignissim ultrices. Suspendisse molestie pharetra pharetra. In tincidunt ullamcorper ipsum ac dictum. Ut ultrices rutrum lorem ut consequat. Nullam pharetra luctus imperdiet. Nullam pulvinar, felis in pharetra scelerisque, massa diam ornare risus, a tempor metus nunc sed est. Maecenas sollicitudin quam at eros dictum in ultricies nisi aliquet. Sed vitae tellus libero. Integer id tortor turpis, ut aliquet purus. Sed vel massa nunc. Sed dapibus malesuada tempus. Maecenas bibendum luctus nisl, eget suscipit urna sollicitudin nec. Maecenas eget diam ac neque suscipit convallis a sed lacus. In hac habitasse platea dictumst. Integer a diam dui. Morbi imperdiet diam at augue molestie congue. Etiam sed adipiscing diam. Phasellus id sapien aliquet eros tempor hendrerit. Quisque a est purus. In hac habitasse platea dictumst. Ut ut massa nulla, non rutrum nisl. Phasellus tellus ante, luctus at sollicitudin ac, pretium ac eros. Pellentesque dui lacus, faucibus vitae condimentum sed, gravida aliquam est. Suspendisse tristique ipsum vel felis ornare vitae consequat enim rutrum. Nam et blandit libero. Mauris a sem et diam consectetur feugiat in nec ipsum. Suspendisse euismod, nulla quis fringilla sollicitudin, dui enim adipiscing odio, non gravida purus arcu id eros. Ut porta fringilla ligula id consectetur. Donec porttitor sollicitudin ipsum rutrum ultricies. Integer consequat eros a leo rutrum nec vehicula metus lacinia Kind Regards Mr. Smith
TEL: 0845 680 0111 FAX: 0845 680 0411 WWW.JIGSAWFINANCE.COM ENQUIRIES@JIGSAWFINANCE.COM
TEL: 0845 680 0111 FAX: 0845 680 0411 WWW.JIGSAWFINANCE.COM ENQUIRIES@JIGSAWFINANCE.COM
3 IMEX TECHNOLOGY PARK BELLRINGER ROAD TRENTHAM LAKES SOUTH STOKE ON TRENT ST4 8LJ
VAT REGISTRATION NO. 823826816 REGISTERED IN ENGLAND AND WALES NO. 4029232
Stationery inspiration and possibilities...
PROPOSAL
CONTACT
The proposition of the brand guidelines and additional printed material like staff handbook, brochures, etc.
Veronika Pechova veronikapechova@codeweavers.net extension number 1317
BRAND GUIDELINES Identity Guideline logo, colours, fonts, grids, stationery, templates, printed material, etc. Screen based Guidelines website, newsletter, email signature, PowerPoint template, screensavers, pc background Application guidelines in-house signage, bags, pens, t-shirts,