A new brand for global financial management systems provider Touchstone FMS

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We’re really excited to announce the launch of the largest brand development project Shoga has undertaken to date for global financial management systems provider, Touchstone FMS Ltd.

Having been impressed with the work we delivered for B2B PR agency Skout, we were selected from a number of agencies to reinvigorate the Touchstone FMS brand.

Touchstone FMS is made up of four business units, each operating in a different vertical and with distinct target audiences. The challenge was to deliver a brand suited to each whilst also having similar traits at a group level.

We kicked things off with the initial step of our brand development process, meeting with each business unit head to learn more about the business, it’s audience, their messaging, operating procedures and services.

Based upon this information, we created each business’s brand vision, values and promise. We used these to then develop the brand concept which was based around creating smarter neural pathways. This, in turn, led to the creation of the brand strap line ‘The smarter way’.

This definition of a strong brand concept allowed us to deliver a modern brand, based upon the solid foundations of the company’s beliefs. The colour palette, typography and design style ensured the business stood apart from the competition and positioned the company as a modern, forward thinking market leader in the technology sector.

David Singh, Sales & Marketing Director of the FMS Business Unit, commented: “Shoga managed to bring four distinct businesses together and develop a brand strategy that was complementary but at the same time distinct for each business unit.”

“They spent the time really getting to know our business units and that paid off significantly, getting it virtually spot on with the first proposal. Touchstone FMS now has a brand that is modern, flexible and most importantly allows each business unit to tell its own story, choosing Shoga to undertake this work was absolutely the right decision”

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