Trust Inheritance has been providing estate planning services to their clients for over twenty years. With their own specialist legal team, including an in-house Company Lawyer, their plans enable people to clearly and legally define their wishes in their Will. Expert tax planning and unique executor support services also help people to avoid any unnecessary stress for their families after their death. apt marketing & pr was engaged by Trust Inheritance to address some specific strategic issues including tackling potential ‘buyer’s remorse’ after the plans are bought. It became evident, however, that as the business turned 21 years old, there was a need for a new, stronger identity to underpin the experience and heritage.
To develop a strong brand identity that differentiates Trust Inheritance within their industry as much as their service, experience and professionalism do. The chosen identity needed to work across all potential collateral from sales brochures for the consultants, to folders for a copy of individuals’ Last Will & Testament, which made it imperative that the heritage was conveyed as well as standing the test of time.
We worked with the Trust Inheritance team to understand their services, their approach and their differentiators within the sector. Initially our concepts for collateral were presented to the client, using both the original Trust Inheritance brand and evolved versions of the brand, but collectively it was agreed that they were too limiting in terms of meeting the design objectives. A landmark decision was made by the Directors of Trust Inheritance as they requested to see some ‘wild card’ concepts, showing where apt would take the brand, given a blank canvas. Understanding the job the brand needed to do, we presented an orange and duotone concept; a significant departure from the business’ blue palette.
The Trust Inheritance Directors unanimously chose the bold orange brand, knowing that the time was right for the business to convey its position as the market leader. The core elements of the brand and the supporting accent palette were developed, including developing the brand standards for image treatments, terminology and ‘tone of voice’, ready for the next 21 years!