Ballinger Group - Brand Development and Roll Out
Ballinger Group is an independent provider of foreign exchange risk management and trading services to financial institutions and corporate clients with large and complex FX requirements.
The challenge
Seeking to evolve its brand and enhance its digital presence with a new multi-page responsive website, Ballinger Group approached KJC Creative to develop a bold new identity that would honour the brand’s values whilst also projecting it’s forward thinking, client-centric approach. Competing in the demanding financial sector, the firm needed to strike a balance between the trust associated with traditional, heritage-style brands and a fresh, modern aesthetic that would set it apart from its well established rivals. The challenge was to achieve this look without over-relying on imagery, creating a distinctive look and feel that would translate across all platforms.
Our approach
The first step in the project was gathering essential insights through key stakeholder interviews and in-depth competitor research. We then proposed a new set of brand values, mission statement and brand essence as well as a refreshed colour palette, typography and imagery. Once the brand definition was finalised, we were able to propose designs for an engaging and authoritative website. With immediate approval on the first concepts, designs were developed for the remaining pages and the final site was built with a distinctive hero section on the home page using HTML animations for graphic blocks. Mindful of site speeds, this lightweight approach meant we could produce an abstract representation of the clients industry with no loss of site performance.
Building on the success of the website and brand development project, the client expanded the scope for a phased rollout across additional assets. This resulted in KJC working on the following:
- Brand audit and brand definition
- Full website development including content planning, page design, copywriting and build
- SEO launch project to confirm keywords and fully optimising the site to support the brand’s digital position
- Marketing materials including brochures, company documents and templates, QR business cards, presentations and pull-up banners
- Digital assets consisting of social media profile graphics, animated screensavers, desktop backgrounds and email signatures
The outcome
The rebrand and new website introduced a bold, refined identity applied consistently across every touchpoint. The extended graphic palette added depth and cohesion to all communications, from brochures and business cards to digital assets, creating a seamless experience for both the internal team and clients.
From the very first interaction to ongoing client engagement, the brand now delivers a consistent and engaging user journey that reflects Ballinger Group’s innovative mindset and commitment to exceptional client service. The refreshed identity was enthusiastically received by the team and garnered positive feedback from clients, reinforcing the company’s position in the financial services sector.
“I have worked with KJC Creative for a number of years and yet again they got it right first time with Ballinger & Co. Trying to develop branding that gave the impression of a traditional institution but with a modern twist was no easy brief, but the team managed to design and execute the perfect blend straight away.”
Co-Founder and CEO, Ballinger Group
