Dauman & Co and Capital Business Links were two separate companies dealing with accounting on the British and Polish markets. Despite their shared ownership structure, the companies still did not have a coherent communication concept. They asked us to create new branding. However, it quickly turned out that brand strategy would be as important as visual identification.
During the analysis, it came to light that the representatives of the organization had different views on business and future prospects. This translated into the perception of the brand of its customers. In-depth interviews showed that they cannot clearly indicate what the company does. They gave a variety of often inconsistent answers. Therefore, the first task we faced was to create a brand strategy.
We defined categorial framework. We defined the target group. We formulated the mission, vision, and objectives of the brand. We realized that J. Dauman is a company that helps entrepreneurs in the internationalization of their activities and supports them in further stages of operation on the new market. We developed initial communication assumptions. Finally, we moved on to the identification project.
We reached for the most universal symbol of the financial system: the banknote. And with its help, we built a visual identification system. We created a compositional grid in a vertical arrangement. We chose the multi-coloured, subtle palette of the brand. The watermark inspired us to create a distinctive way of presenting photos and videos.
In the identification, we referred to Jerzy Dauman, who emigrated from Poland and in 1948 founded an accounting firm in Great Britain. Over the years, that man has almost completely disappeared from the brand’s narrative. Unjustly, because just as Dauman helped Poles find themselves in the new reality after the war, so today J. Dauman supports entrepreneurs in entering new markets. To refer to his legacy, we also used Dauman’s handwritten signature, which allowed us to create a unique form of the logotype.
We created a strong, but at the same time close, financial brand of J.Dauman. We consolidated the activities of the entire organization under its banner. We helped employees find their place in the new structure. But most of all, we supported the company in acquiring partners who had so far been beyond its reach. Successfully.