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Key takeaways:
- Qualitative research with key stakeholders revealed that the Washington H. Soul Paterson’s brand was defined by its past, not its future.
- Our challenge was to refocus the heritage and name recognition of the brand within the context of their current and future direction.
- We helped them develop a new brand story created and full suite of corporate collateral, templates, photography and video content to enable consistent and impactful communications.
Case Study:
Soul Patts (formerly Washington H. Soul Paterson) is one of the oldest companies on the ASX with a market cap over $12 billion. An ASX50 stock, it has a rich family history and a strong track record of consistent returns.
Originally a retail pharmacy, it has evolved into a diversified investment house across multiple industries, asset classes, and geographies.
Sodali & Co were engaged to undertake qualitative research interviews with key stakeholders including buy-side fund managers, sell-side analysts, advisors, and current and previous shareholders. Our expertise in financial markets was seen as a key strength in understanding perceptions within the investment community.
Our research revealed that the brand was defined by its past, not its future and whilst Washington H. Soul Paterson enjoyed strong recognition, the business was largely misunderstood.
It was also apparent that the name was a key consideration. Our challenge was to refocus the heritage of the brand within the context of Washington H. Soul Paterson’s current and future direction.
Sodali & Co worked with the Soul Patt’s board and senior management, through a series of workshops and interviews to respond to the qualitative research.
Perceptual gaps were mapped, and a new brand story was developed including a core idea, pillars and personality. That work became the foundation for a messaging framework to engage with key stakeholders.
The new brand story also informed the decision to change the name to ‘Soul Patts’ and inspired a new visual identity system. Soul Patts’ core brand idea and brand pillars directed visual exploration including colour, shape and imagery to inspire a visual identity that is a creative execution of the brand strategy.
Sodali & Co created a full suite of corporate collateral, templates, photography and video content to enable consistent and impactful communications. We also designed Soul Patts’ new website and produced assets for the AGM brand launch.
This work has been recognised by the Transform Awards ANZ 2024 in multiple categories, including:
- Gold – Best Visual Identity from the Financial Services Sector
- Silver – Best Naming Strategy (Rename)
- Highly Commended – Best Strategic or Creative Development of a New Brand
The brand pillars of Soul Patts play a crucial role in maintaining its position with investors across various communication channels. These pillars reflect the core values and principles that the company embodies, such as integrity, expertise, reliability, and a focus on long-term value creation.
By consistently reinforcing these pillars in its branding and communications efforts, Soul Patts builds trust and confidence among investors, further solidifying its reputation as a reliable and successful investment partner.
Summary
Discover how Sodali & Co helped Soul Patts redefine its brand story, shift perceptions, and create a compelling visual identity that bridges its rich heritage with future growth, resulting in multiple Transform Awards ANZ 2024 recognitions.
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