ByAllMeans Studio reimagined financial consultancy service and rebranded it as a speakeasy club of financial independence. They created a unique community driven place, where people come to hang out, feel good, gain connections and feel powerful to achieve their goals by learning from the insiders of the industry in a casual atmosphere, accompanied by whiskey and comfortable armchairs. Prestige and cool club to be a part of and not shameful to take financial advice from.
New name The Right Guys emphasises company’s main strength – connections, and makes them appear approachable and easy going. They have the right guy for any situation within their network – their finance guy, their IT guy, their food truck guy… They are like your good resourceful friend who seems to always have the right connections. The Right Guys: Your people in the world of finance.
The “chain of connections” became a key element in the logo, created by a vertical ligature of two lowercase G letters, which also formed the brand pattern used on brand collateral, club jackets and what every gentleman has to have – a handkerchief.
The brand symbol contains of a shield with a monogram and a growth graph, which communicates trust, knowledge and pride. In combination with The Right Guys name it creates an interesting contrast of something that appears majestic, but sounds approachable and not uptight.
Hand drawn scribbles became an important part of the brand. ByAllMeans noticed that the way how financial specialists transfer their valuable knowledge is by scribbling schemes on napkins and in their notebooks. Schemes that make their clients completely rethink their finances and change their lives forever. They decided to embrace this unique aspect and make the scribbles a hero, make them a recognisable part of the brand, that also brings in a more playful and human feel.