HODGE

Background: Julian Hodge Bank Group came to us with a brief to commission a brand new identity for the group. Named after their founder, they’ve a long established heritage as one of Wales’ leading financial service companies.

Challenge: Building on the foundation of Hodge, acknowledging its history and success, while at the same time moving it forward to not only become future-proofed but also to drive transformational change internally at the bank. The new brand needed to add real value, rethink the group’s naming structure and for the identity to work across a wide range of applications. 

Process: Working closely with Hodge we held a series of stakeholder workshops, customer interviews and competitor research to really understand the business and help refine who they were, their values and what made them unique.  

Result: We were able to establish the core USP as ‘Doing the Right Thing’. This umbrella idea worked across all aspects of the project, to show how the group connected with its customers, people and wider society. It became instrumental in formulating the illustrative style, that played on the idea of learning our morals from a young age via storytelling. 

We then used the idea as the basis to refocus the business structure – bringing all strands of the group in under one consistent visual and written style. We used this to underpin and refine a modern take on the brand mark too, and implemented it across many different channels. At all times we were very respectful of the Hodge Group heritage, while also laying the foundations for it to continue confidently into the future.

“We were impressed with Stills’ ability to get to the heart of the brand as part of our refresh, and they were particularly effective in running brand workshops which were well attended. This meant the entire business felt involved, and which in turn has made the process a huge success. The creative team delivered a new identity which we think is unique and impactful.”

Deian Jones, Managing Director, Hodge Lifetime

 

Hodge’s New Logo

Launching the new brand through animation

 

 

We really honed in on the unique ownership structure of the group – being over 75% owned by a charitable trust – as that layer added huge depth to the story. We wanted to reveal more about this because it clearly reflected, ‘a group with a strong moral compass.’ For us, the story was about something that was touched upon in the brief: a customer-centric, socially responsible group focused on developing a sustainable culture across the banking industry.

 

 

Before and after & the logo development journey

 

Website re-design

 

 

Literature & advertisements

 

 

HODGE

Background: Julian Hodge Bank Group came to us with a brief to commission a brand new identity for the group. Named after their founder, they’ve a long established heritage as one of Wales’ leading financial service companies.

Challenge: Building on the foundation of Hodge, acknowledging its history and success, while at the same time moving it forward to not only become future-proofed but also to drive transformational change internally at the bank. The new brand needed to add real value, rethink the group’s naming structure and for the identity to work across a wide range of applications. 

Process: Working closely with Hodge we held a series of stakeholder workshops, customer interviews and competitor research to really understand the business and help refine who they were, their values and what made them unique.  

Result: We were able to establish the core USP as ‘Doing the Right Thing’. This umbrella idea worked across all aspects of the project, to show how the group connected with its customers, people and wider society. It became instrumental in formulating the illustrative style, that played on the idea of learning our morals from a young age via storytelling. 

We then used the idea as the basis to refocus the business structure – bringing all strands of the group in under one consistent visual and written style. We used this to underpin and refine a modern take on the brand mark too, and implemented it across many different channels. At all times we were very respectful of the Hodge Group heritage, while also laying the foundations for it to continue confidently into the future.