Bibby Financial Services commission Jask Creative to refresh brand identity

Global SME financial services partner, Bibby Financial Services ( “BFS ”), has undertaken a wide-ranging brand refresh to reflect its new, ambitious growth strategy.

Part of the Bibby Line Group, BFS are a trusted, independent financial services partner to more than 8,500 businesses around the world. In 2021, the business launched its BFS 4.0 strategy, which focuses on its journey to become a leading provider of working capital solutions for SMEs by combining its people with technology.

BFS employed the talents of Solihull-based creative agency Jask Creative to integrate the new strategy into the brand, without losing sight of the business 's proud family heritage, or the relationship nature of the business.

Adam Park, Marketing & Communications director at Bibby Financial Services, said: “As part of one of the oldest family-owned business in the UK, it was critical we could develop a brand identity that embraces our proud history, while reflecting our present and future ambition.

“Additionally, we wanted to provide a more flexible approach to brand activation internationally, while developing consistency and recognisability. We appointed Jask Creative to lead this project, due to their pedigree within the financial services sector, their solid understanding of our business and their ability to use colleague and customer feedback to guide their approach. ”

“The response to our new brand style has been hugely positive and we look forward to continuing to work with Jask as we evolve our brand further. ”

Phil Kean, Client Services director at Jask Creative said: “We were thrilled to take the creative lead on BFS 's rebrand. Through discussions with stakeholders, combined with our understanding of the business, we were able to craft a new corporate narrative for BFS, before articulating how this translates across both internal and external audiences. Developed into a comprehensive set of brand guidelines, we are now supporting BFS with rolling out the new brand across their international markets. ”

The new brand developed is a real step change in BFS 's brand identity across multiple stakeholder groups and customer segments. It visually articulates how BFS are blending technology and people to deliver flexible financial solutions to more and more businesses in an ever-changing economic landscape.

For further information about Bibby Financial Services visit their website.

For further information about Jask Creative visit their website.

Visit here for further information about the branding project.

Pictured (L-R): Phil Kean, Client Services director at Jask Creative, and Kristen Voisey, Creative Manager