Argentex is a Bond Street foreign exchange specialist, providing bespoke services to private clients as well as corporates, institutions, government agencies and not-for-profit organisations.
Our brief was to refresh the brand image to better reflect their bespoke, quality service and ensure its presence at each stage of the customer journey. Drive undertook a brand strategy exercise, and market research and competitor analysis to understand, define and re-position Argentex within their niche marketplace. A comprehensive report and brand schematic was produced that included customer profiles, mission, vision and proposition statements, brand values and tone of voice.
Based upon this foundation, design outputs were a refined and developed brand identity and new brand architecture, as well as a new colour palette, typography, messaging and comprehensive design guidelines. High-end brochures, stationery with foils and special inks, website and other collateral was produced to support the re-launch.
The Argentex brand is now clean and modern, yet through the continued use of the heraldic lion and refined typography still retains the feel of a long established, respected and trusted institution.
The clean whites and champagne golds of the new palette work to expand the feeling of luxury and sophistication that is further increased by the imagery. The images convey the mood and palette of the ‘golden hour’, subtly linking to currency and prosperity but also representing a ‘magic’ window in time, just as Argentex select the best time to exchange for their customers.