Vertex rebrands its financial services operation

Nia Williams

January 11, 2013

Following the recent restructuring of the Vertex Group, Vertex Financial Services has re-shaped its management team and developed an all-new brand identity of its own, positioning it as the group company that is solely committed to the financial services sector.

Following a period in which the company has invested heavily in consolidating its platform and its services – culminating in its role in the recent launch of Tesco Bank’s new mortgage products – Vertex has now taken the decision to promote itself to the financial services sector more actively.

Sales director Adam Oldfield explained: “It is important for us to communicate our approach to the market. We want to be known for being open, honest and transparent in our propositions and pricing.

“Organisations should be able to see clearly if our service fits their need, which builds a solid foundation for a value-based partnership from the outset.

“A company’s brand is far more than just a logo: it is every touch point with the outside world. From the way we answer our phones to the look and feel of our sales collateral, everything must be consistent with the values Vertex wishes to be associated with.

“Our new brand is based on the core proposition of ‘excellence above all’ – a value that starts with every single one of our staff. We wish to send a clear message around what we can do and what we stand for, and now is a perfect opportunity for us to do this properly.”

Vertex’s rebranding campaign comprises the following elements:

• A new website, www.vertex.co.uk, specific to the UK industry which will be regularly updated with news and views.

• A redesigned brand identity which has been translated across all company templates from letterheads and signage to marketing materials and merchandise.

• A new exhibition stand to showcase the brand at industry events.

• An internal communications campaign revolving around a newly-recreated intranet, to ensure all staff play their role in the new-look Vertex.

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