Rebranding Wylie & Bisset to Wbg
Wylie & Bisset’s heritage stretches back 300 years as a reputable and trusted business partner providing financial services to individuals, SMEs and large corporate clients. In 2023, Wylie & Bisset embarked on a period of transformation with a seven-figure investment from N4 Partners, who became the majority shareholder in a significant change for the firm. This created a new vision and ambition for Wylie & Bisset, adding a range of services and the ability to serve more, and larger, clients in a unique space in the market. After such a significant change, they wanted to appoint a rebrand agency to help establish their new persona.
The challenge
The company was renamed Wbg to mark a new era, and so a new identity was born. Whilst the new brand needed to keep its strong reputation and profile, it also had to look and feel different to reflect its new offering and ambitious, modern character. It also had to incorporate a subtle link to its new owner, while retaining its strong heritage.
The solution
Whitewall was engaged as Wbg’s design and brand agency to create a new brand identity and support the rollout of the new brand throughout the business, both internally and externally. Our creative team worked closely with Wbg’s marketing and senior leaders to delve into the new brand and unpick its DNA and key characteristics. This included:
- Development of a new look and feel for the brand, including a new logo, brand colours and brand story to reflect Wbg’s values.
- Creation of brand guidelines for internal and external use, including document templates, brand toolkits and positioning guides.
- Rollout across all digital and physical touchpoints – everything from window dressings and notebooks to new visuals for social media and website.
- Support of launch comms, including scripts and filming for an informative video on the new brand.
The results
- A fresh, modern identity representing an ambitious, growing business with a link to new owner N4 Partners.
- Brand definition to help engage both internal and external audiences in the vision and new positing of the company.
- Support of a comprehensive rollout across the business from the website and social media, to company templates and signage.
