Repeat positioning: making a better deal of the company, to generate better deals.
Sentio Partners came to us needing an identity that reflected who they actually were. Years later, they came back. That's the version of the story we're most proud of.
“The Other Person recognised this quality in us and helped us to bring it out.”
The challenge
When Sentio Partners launched as an independent corporate finance firm, they operated differently from most, investing deeply in client relationships, connecting on a human level as well as a commercial one. Their original identity didn't reflect any of that. It looked like every other professional services firm on the street.
They needed something distinctive, strong and flexible enough to grow with them: across offices, marketing materials, digital and sales.
The thinking
In professional services, most brands default to safe: dark blue, serif type, language that signals gravitas but says nothing specific. Sentio's differentiator wasn't their technical expertise. It was their character. The depth of their client relationships. The way they worked.
The brand needed to communicate empathy and authority at the same time. That's a harder brief than it sounds.
We developed the Sentio identity, building a visual system that could carry the weight of a professional services firm while feeling markedly different from the category around it. Bold enough to stand out. Considered enough to hold trust.
Over the following years, the identity evolved with the business, strengthening the Partners element of the proposition, developing sales materials and eventually extending into the interior design of their prestigious Leeds city centre offices.
The second chapter
When Sentio commissioned us again, this time to build a new website, the firm had grown significantly, established strong international connections and expanded their team. The original site had done its job. The new one needed to do more.
We ran brand strategy workshops before any design work began. What came out confirmed that Sentio's greatest asset was still its people, and the website needed to put them front and centre rather than hide them behind corporate language.
The main USP of Sentio is their people. If you meet the team, you're dealing with extremely knowledgeable professionals who are also personable and genuinely enjoyable to work with. We wanted to capture that.
We delivered the full project: strategy, design, copy, photography art direction, development and SEO. An interactive world map communicated global reach. The news and views section was rebuilt to support long-term digital marketing activity.
The result
One of the UK's leading independent corporate finance firms.
Sentio has grown to become one of the leading independent corporate finance firms in the UK, with significant international reach. Their positioning of Knowledge, Experience and Foresight is underpinned by the human and empathetic quality that has always set them apart.
The brand has carried that story across more than a decade. And when it was time to take the next step, they came back to us to tell it again.
We do so much more than just provide corporate finance advice to our clients. We truly invest in our relationship with them and we connect on an emotional and human level as well as a business one. The Other Person recognised this quality in us and helped us to bring it out whilst also giving us a really distinctive and strong visual personality that is markedly different from what you usually see in the professional services market.Andy Miller, Partner
Sentio Partners
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