Future Focused Finance exists to support those that have, or hope to have, a career in NHS finance, delivering access to opportunities and development. The team at Future Focused Finance believe it’s your energy, values and talent that you should be judged for and nothing else!

The Challenge

The forward-thinking team at Future-Focused Finance wished to update their brand identity to resonate more effectively with their audience of NHS based finance professionals across the UK.

Internal teams lacked a unified, high-quality image resource. The result? Diluted messaging, and a brand experience that didn’t live up to the firm’s reputation for attention to detail and local presence.

The Solution

We took a step by step approach to reviewing the brand identity, presenting a range of options for logo, colours, typography, concepts for look and feel and image selection. We worked in partnership with the client team to refine the chosen approach and apply to a series of key brand assets for launch in late 2019.

Working collaboratively, we established an image strategy focused on:

• Hero Imagery: Abstract, macro photography showcasing texture and detail – echoing the brand idea that “a little detail goes a long way”. These images created standout moments in key marketing and communications materials.
• Supporting Imagery: Curated London-themed photography capturing local architecture, cityscapes, and bespoke details from within Russell-Cooke’s own offices – from Georgian staircases to rooftop beehives. The imagery reinforced the firm’s personality and sense of place.
• System and Structure: We categorised images into Hero and Supporting tiers, providing clear usage guidance for internal teams. This ensured flexibility across formats, from brochures to digital content, while maintaining brand cohesion.

The Result

A refreshed, professional yet approachable brand for this innovative organisation. The new brand was revealed as part of a wider event in December 2019. New brand assets include brand guidelines, templates for internal use, brochureware, exhibition stand and website re-skin.

The result is a flexible, authentic visual identity that mirrors the firm’s ethos: expert, approachable, and firmly embedded in the city it serves.