A brand refresh to consolidate the company with their market.

Rebranding a business doesn’t always call for a complete overhaul of the brand – and Crate47’s rebrand for Schneider is just such a case. The brand strategy called for a consolidation within their market rather than a repositioning. Their original brand had served them well over the years, but it was in need of an update to the logo, typography, and company colour palette. Overall we wanted a more modern look to the corporate identity with a balanced logo design to denote stability which tied in with the client’s aim of taking the company forward and expanding their reach – good reasons for rebranding a business.

Client

Schneider Financial Services

Year

2020

Services

Branding
Brand Strategy
Print Design
Web Design
Web Development

Sector

Financial Services

Updating the brand with a subtle logo redesign.

We felt that the original logo design needed greater strength and clarity. In the original, the lion figure was small and was tight on top of the lettering. This, together with the subheading being in the same font as the name, meant that everything seemed too close together – there needed to be more of a hierarchy of information. For our logo redesign, we moved these branding elements apart so that everything had some space. We changed the ‘FINANCIAL SOLUTIONS’ subheading to a clean sans serif font and made the lettering smaller.

This in turn gave greater weight to the company name itself where we retained the original typeface. We then strengthened the outline of the lion silhouette creating increased definition, particularly around the head and mane, so as to create more of a ‘marque’ rather than an illustration. This could then also be used as a stand-alone brand element where it was unnecessary to use the full logo. When rebranding a business, it’s these seemingly subtle changes that can make a big difference to the way a brand is perceived.

Crate47 Creative agency | Two overlapping pieces of letterhead paper are shown on a grey background. The top sheet features a minimalist lion silhouette watermark on the left side and a small solid lion illustration at the top, embodying Schneider's rebranding of their business. The word
Crate47 Creative agency | A navy blue business card holder with a lion logo sits above a newly rebranded white business card for Schneider Financial Solutions. The business card includes a name, company position, address, phone number, email, and website on a light gray background. | Branding | Digital Marketing | Content Creation
Crate47 Creative agency | A flat lay of branded stationery items including a white letterhead with a dark blue border and a lion logo, an envelope, a business card, a smartphone displaying a webpage, and a pencil. All items feature the rebranding theme with consistent lion logos throughout. | Branding | Digital Marketing | Content Creation

Unified branding for strong visual identity.

With the lion having a stronger, more defined heraldic shape it was possible to create a heavy outline version that could be enlarged and used to give an extra dimension to the branding. We opted to use the same san serif typeface as the logo subheading throughout the branding to give it unity and retain the more modern feel we wanted for the overall visual identity. To this end, we also introduced a new colour palette of dark blue, light grey, and white, which was both strong and fresh. Rebranding a business is often done to update a company’s image, and changing the colours they use can have a significant effect on achieving this.

Crate47 Creative agency | Silhouette of a lion with a flowing mane, walking toward the right on a light gray background. The bold, dark blue color symbolizes strength and confidence, perfect for rebranding a business. | Branding | Digital Marketing | Content Creation
Crate47 Creative agency | The image, part of Schneider Financial Solutions' rebranding effort, features a dark silhouette of a lion walking to the left, positioned above the company name
Crate47 Creative agency | A black silhouette of a lion in a walking stance is embossed on a dark blue surface, creating a subtle and elegant design ideal for rebranding a business. The background is white, and the imagery evokes a sense of strength and regality. | Branding | Digital Marketing | Content Creation
Crate47 Creative agency | A navy blue business card holder with a lion logo sits above a newly rebranded white business card for Schneider Financial Solutions. The business card includes a name, company position, address, phone number, email, and website on a light gray background. | Branding | Digital Marketing | Content Creation

Application of the rebranding.

Crate47 is a full-service creative agency, which means that in addition to rebranding a business, we can also undertake the application of the brand. In the case of Schneider, this took the form of print and web design. When it came to designing the company stationery we separated the lion marque from the written logo but retained the proportions of the main brand elements while keeping them centred. We then introduced the enlarged lion outline as a background ‘watermark’ tint striding in from the side on all print items denoting strength and resolve.

With the website design we were able to use the new colour palette to dramatic effect, such as on the home page with the white logo standing out starkly against a cityscape of strong dark blue hues. With the profile pictures, we didn’t want the usual corporate headshots. Instead, we showed three-quarter-length figures with a time-lapse office scene behind them portraying the company as busy with a solid team of people who know what they’re doing. A new website design is an important part of rebranding a business, often being the first impression potential clients get.

Crate47 Creative agency | Image of a modern, minimalist work setup on a white marble desk in a bright room. It features a laptop, tablet, and smartphone displaying the rebranding of the
Crate47 Creative agency | A laptop screen displays a company's website profile for Alexander Cooke, Managing Director. The profile features a professional headshot of Alexander Cooke in formal attire and a descriptive bio detailing his background and role in rebranding the business. | Branding | Digital Marketing | Content Creation
Crate47 Creative agency | A bald man in a white shirt and a woman in a blue dress are sitting together at a desk, smiling and discussing some printed documents. The scene takes place in an office with a computer monitor in the foreground, as they delve into rebranding a business. | Branding | Digital Marketing | Content Creation
Crate47 Creative agency | An open-plan office space featuring exposed wooden beams and brick walls, ideal for rebranding a business. Several computer workstations with monitors and office supplies are arranged around the room. Pendant lights hang from the ceiling, providing illumination while framed pictures adorn the walls. | Branding | Digital Marketing | Content Creation
Crate47 Creative agency | A rooftop view showcasing London’s skyline, featuring prominent buildings such as The Gherkin and other modern skyscrapers against a clear blue sky. In the foreground, there is outdoor seating with several pillows and greenery, an ideal spot for contemplating rebranding a business. | Branding | Digital Marketing | Content Creation
Crate47 Creative agency | A close-up image of two bronze sculptures depicting human figures climbing. The figure in the foreground is detailed and focused, while the figure in the background is blurred, highlighting depth and motion. Much like rebranding a business, these sculptures illustrate progress and transformation against a neutral background. | Branding | Digital Marketing | Content Creation
Crate47 Creative agency | Close-up of an ornate stone sculpture on the facade of a historic building, much like rebranding a business to showcase new elegance. The detailed carving features a draped human figure surrounded by intricate architectural elements. The image is taken from a low angle, highlighting the craftsmanship and weathering. | Branding | Digital Marketing | Content Creation
Crate47 Creative agency | Black and white image of a smiling woman with long hair wearing a sleeveless dress. She stands to the right against a blurred abstract geometric background, embodying the fresh energy of rebranding a business. | Branding | Digital Marketing | Content Creation
Crate47 Creative agency | A man in a light blue shirt is working at a computer desk with two monitors displaying text and data, likely rebranding a business. He is seated in an office space with exposed brick walls and wooden beams. Office supplies, including a cup and papers, are on the desk. | Branding | Digital Marketing | Content Creation
Crate47 Creative agency | A man in a business suit stands in a well-lit corridor with large glass windows. He looks out towards the windows with a thoughtful expression, contemplating rebranding his business. Sunlight streams in, creating reflections and a warm atmosphere. | Branding | Digital Marketing | Content Creation
Crate47 Creative agency | A man in a business suit sits on a leather couch in an office-like setting, perhaps contemplating rebranding a business. He has short dark hair and is wearing a white shirt and light blue tie. Resting one arm on the armrest and the other in his lap, he looks confidently at the camera. | Branding | Digital Marketing | Content Creation

"Crate47 did a fantastic job on our rebrand and new website. Clear vision, well executed."


- ALEX HULBERT, SCHNEIDER FINANCIAL SERVICES, CHIEF OPERATING OFFICER