deminor NXT
A next step, with recognition intact.
We voice your share: repositioning without losing brand recognition.
The story behind the work
What was the challenge?
With a history dating back to 1990, the name deminor is known as an assertive defender of minority shareholders' voices. Subbrand deminor SGS broadened its services, from disputes and governance to finance, transactions and wealth, for directors, investors and entrepreneurs. That called for a new identity, with one crucial question: how do you reposition without giving up brand recognition?
What choices did we make?
We explored three questions: what do clients really know about deminor SGS, how strong is the bond between deminor and its business units, and how do you communicate the services with crystal clarity? We conducted in-depth interviews with clients, discussed the optimal brand architecture with all stakeholders and sharpened the overlapping services so website visitors find the right one straight away.
What did we create?
The name stayed, complemented by the idea of progress and a next generation of partners: deminor NXT. The tagline We voice your share expresses the commitment. The X holds two pillars as a graphic element: on the left the problems blocking your path, on the right the solutions that step over them. Plus real portrait photography instead of stock, and a website that breaks through the usual distance of the sector.
