Bates invests in Dixonbaxi rebrand

Dixonbaxi has been appointed to rebrand independent financial advisor Bates Investment Services.

The consultancy, formed by former Attik creative directors Simon Dixon and Aporva Baxi in November last year (DW 22 November 2001), will command a £100 000 fee for the work.

The project involves the creation of new identities for Bates and its sub-brand Wiseup.com and the redesign of corporate literature, stationery and the Bates website. Work is expected to launch at the end of September. The consultancy will also handle advertising for Bates.

‘We are looking at the relationship between Bates and the sub-brand in terms of cross-promotion and whether the identity of Wiseup needs to fall into line with the parent brand,’ says Dixonbaxi co-founder Dixon.

‘Also, if Bates creates new subbrands our work will give it a clearer run at taking those brands forward in terms of design because we are providing a basis for consistent design,’ he adds.

Bates Investment Services chairman Graham Bates believes that despite the current pressures on the financial services market there is an opportunity to develop a ‘stronger, more focused identity’.

‘[The design work] is a platform for longer term growth and product development while harnessing the success of Bates’ marketing over recent years,’ he says.

The consultancy presented credentials to win the work and did not take part in a formal pitch.

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