When the ‘family offices’ of Stonehage and Fleming Family & Partners merged, it created a bit of a problem. The former was a relative newcomer with exceptional commercial nous and its roots in South Africa. The latter was a grand old company with a proud heritage, established by relatives of James Bond’s creator, Ian Fleming. Both had substantial but radically different brand equity.
In merging, they created the first properly international family office, present in every jurisdiction – the only one with true global reach. But how could they successfully come together without losing any of their hard-earned brand equity on either side?
The two companies were completely different in style and heritage, but we had to find what brought them together – what they had in common.
We looked and listened, and we found it: both had a true pioneering spirit. So we took this common ground as inspiration and wove it through all their communications.
We created a new brand positioning and corporate identity and a unique tone-of-voice. We shaped the messaging and, using classic black and white imagery of great pioneers, we designed and built their website, and created a wide range of print collateral, and it all landed perfectly with the clients of both companies.
