Carl Widger, Director
“Frawley Branding developed the Metis Ireland brand and Implemented a fully integrated marketing strategy. It was great to know that we were in the hands of branding experts. Our new brand has been well received by old and new clients alike. I would have no hesitation recommending Frawley Branding and Metis Ireland look forward to working with Frawley Branding on an ongoing basis.”
Karl Daly, Director
“Marketing can mean different things to different people, but thanks to the strategic work of Frawley Branding, Metis Ireland can focus every day on ensuring we have maximum efficiencies when it comes to identifying clients. We wanted to ensure a good “fit” between client and the services we offer and Frawley Branding has a particular strength in this area. I, personally and the team at Metis Ireland strongly recommend the work of Frawley Branding.”
Karl Daly Pensions & Investments and Widger Financial Planning decided to merge their respective business to form a new financial planning firm with a clear and compelling vision, “To be the best Financial Planning firm in Ireland”. The company engaged our branding services where we set the following brand objectives:
- Understand what their current clients say about them
- Develop a brand strategy to align with the company’s overall business strategy
- Differentiate the company from the competition
- Design a brand identity to reflect the ethos and personality of the new company
- Develop and implement a fully integrated marketing strategy to drive growth
Insights & Brand Naming
We conducted market research which informed us about what was most important and challenging to Irish customers in relation to their finances. Key insights indicated a lack of trust and honesty perceived towards some of the larger financial institutions. Further to this Irish customers want to take a longer term view of their finances and are not interested in buying product solutions. We went through a naming process where the founders themselves proposed ‘Metis’, which we believed was very suitable.
In Greek Mythology, Metis is the Goddess of good counsel, planning and wisdom and the new company wished to align their brand with these qualities. Placing the customer at the centre of everything they do, guides their strategic planning.
The Brand Identity
Logo Design & Typography
The corporate logo is inspired by the name ‘Metis’. In Greek Mythology, Metis is the Goddess of good counsel, planning, and wisdom. Metis Ireland is as an extremely knowledgeable and experienced firm and the symbol of Metis reinforces this claim. The silhouette appears powerful, dignified and majestic. The font used is an old style serif font with elegant, sweeping curves and was influenced by the style of carved letters produced by the Romans. Its clarity and beauty come across well in modern printed materials. The simple, open illustration of Metis, and bold typeface, reconfirms trust and helps lend an air of transparency to the business.
The colours used also help convey messages and meanings associated with Metis Ireland. Blue signifies confidence, calm and professionalism. It creates a sense of security while showing loyalty. Red has the power of attraction and evokes feelings of passion and strength. White represents goodwill and purity. The two colours also represent the two companies Karl Daly Pension & Investment and Widger Financial Planning who merged together to form Metis Ireland.
Metis Ireland fundamentally believe in being honest in everything they do, providing full transparency for their clients and people. They are an extremely experienced team, all highly qualified in their respective disciplines. They do not believe in taking a short term view and instead seek to help their clients plan for each stage of their life ensuring their financial plan in aligned with their goals.
Considering these beliefs, the new positioning statement was developed as follows:
HONEST EXPERIENCED FINANCIAL PLANNING
Our clients will be in the best possible position to achieve their lifestyle goals. Our clients will have a clear financial road map. Our clients will always be served by a highly qualified team of honest and energetic professionals. We will always act with integrity. Metis Ireland will always be synonymous with world class financial planning.
Following the successful completion of the branding project we delivered and implemented a fully integrated marketing strategy to launch the new company. The marketing strategy has helped achieve year on year growth as Metis Ireland continue to expand their company.
Completed Scope of Work
- Customer interviews
- Customer segmentation & profiling
- Market research & analysis
- Strategic brand workshop
- Brand personality
- Brand positioning
- Brand identity design
- Brand identity guidelines
- Marketing strategy
- Website strategy and design
- Videography and photography
- Signage Full suite of stationery
- Tender document templates eNewsletter