DISCIPLINES
Brand Identity
Document Design
Email Design
Copy-writing
Marketing Touch-points
OVERVIEW
Croft & Co came to George Cosby Studio as a new specialist search firm entering a highly competitive finance market.
As a newly established business, the challenge was to project authority, professionalism, and trust from the outset — while avoiding the stiffness and visual sameness that often define the sector.
The work focused on establishing a clear brand presence and building the systems needed to support it day to day, ensuring Croft & Co could communicate with confidence from launch.
THE CHALLENGE & INSIGHT
The challenge was one of credibility and consistency.
In a sector where perception matters, Croft & Co needed to feel established immediately — without leaning on generic finance tropes or overly corporate aesthetics. The brand had to communicate seriousness and trust, while still feeling contemporary, agile, and human.
The insight was that authority doesn’t come from decoration, but from clarity and coherence.
By refining the brand’s visual language and focusing on consistency across everyday touchpoints, Croft & Co could build trust through repetition, restraint, and a clear point of view.
THE OUTCOME
The result was a confident and flexible brand world designed for daily use.
A refined visual identity was supported by a suite of practical systems — from document and presentation templates to email marketing design — giving the team the tools they needed to communicate clearly and consistently across every interaction.
Through ongoing Brand Stewardship, the brand continues to evolve with care — maintaining clarity and coherence as the business grows, while allowing the expression to adapt over time.
Croft & Co now presents itself with confidence and credibility, supported by a brand that feels professional, considered, and built to last.
TESTIMONIAL
“I came to George in Q3 2024 having founded a search firm in April 2024 focusing on helping find professionals in the finance industry. When I contacted George, I had nothing besides a couple of ideas on what I wanted my documents to look like and a colour scheme to follow.
George took the time to listen to what I needed and understand what the norm was in my industry and took my vague brief - “I’d like it to be formal, but not so corporate and a bit fresher.” - and produced some outstanding results.
He was able to guide me through what would look best, educate me on several tools and how to use them and also give his valuable opinion when needed and I thoroughly enjoyed our collaboration. To say that I’m delighted with the results is an understatement!”
Alex Croft, Croft & Co
