The Brief: ST&R had built a strong reputation in financial services. Now they wanted to go further, launching a dedicated division for high-net-worth clients that felt categorically different from the market around it. Not just a name change. A new brand, a new standard, and a full suite of materials to take it to market with confidence.
The Concept: The process started where it always should: with the why. Before a single visual was made, OffType developed a detailed brand research and concepts framework, two distinct strategic directions, each with its own personality, visual language and audience rationale.
Option one, Professional, positioned ST&R as the trusted, steady hand; restrained, architectural, built on reliability.
Option two, Elite, took a bolder line: darker, more dramatic, unapologetically premium. The exclusive insider, for clients who expect to be at the top.
ST&R chose Elite, and the identity that followed earned it. A refined lowercase logo system, a palette of black, gold and yellow, high-contrast typography and a visual language that signalled discretion and authority.
From there, OffType translated the brand into everything needed to go to market: a premium oversized presentation folder with seven stepped double-sided inserts covering ST&R Elite’s full product suite, stationery, brand and merchandise assets – each one considered, each one consistent. A client-facing toolkit built to support a structured, event-led business development programme.
The Results:
A new brand with the depth and coherance to hold its own at the highest level. ST&R Elite launched with a complete identity system and a suite of materials that does real work in real client conversations.
“The team at OffType are one of the best brand and marketing agencies we’ve worked with.”— Jemma Holden, Chief Operating Officer
“They’re really focused on understanding the why before they focus on the how – and with it comes a level of experience and know-how that could challenge some of the best strategists in the industry. In a world where marketing has become so diverse and challenging, they have a rare ability to just know what will work and what won’t. I cannot recommend them enough.”— Jemma Holden, Chief Operating Officer
