Case Study

Brand alignment for a bright future

City of London Group


As parent of a group of businesses focussed on delivering alternative financial support to SMEs, the City of London Group provides commercial property loans, debt finance, equity release, and a range of bespoke financial services.

Supporting a new strategic direction

Following a review of the Group’s and its subsidiaries’ future aspirations, a decision was made to refocus the brand by supporting the strategic direction of the parent and accommodating the potential launch of a challenger bank.

Achieving this required a strategic marketing plan to be integrated into the business plan and delivered through professional marketing support. A new brand and new subsidiary brands would need to be created and consumer confidence instilled through expert financial PR.

COLG approached a number of London-based organisations for support, but none were felt to have the right cultural fit. Despite Konductor’s geographical remoteness, we were contacted following various recommendations and provided a tightly costed response to the brief within 48 hours and which met COLG’s high expectations.

Making an impact

Our ability to assimilate COLG’s needs right from the start allowed us to acquire a real and rapid understanding of their business, enabling us to deliver effective and relevant brand development and roll out.

Konductor always aim to deliver beyond the remit. As such and alongside the COLG management, we contributed to internal thought processes, produced a range of creative options, and shared our knowledge and insight throughout the brand’s evolution.

By demonstrating and applying our extensive knowledge of the finance industry and proven business acumen, the COLG management grew in confidence and soon decided to extend the original marketing and branding remit by adding a financial PR requirement.

Throughout the project, Konductor exceeded expectations and went beyond the original remit, supporting the cultural development required for the banking license application and mentoring a key member of the management team.

On Konductor’s involvement with the project, Benjamin Peters, COLG Director of Growth and Investor Relations, said:

“Konductor’s work has been of an exceptionally quality and they are so easy to work with. They showed versatility, experience and great strength in their understanding of branding and design and the feedback we have received on the new branding has been very positive.”

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