CLIENT: Financial Risk Group
MARKET POSITION: Dedicated to helping clients around the globe maximize their investments in risk management.

LINK: Financial Risk Group Portfolio

Financial Risk Group is an international risk management services firm, dedicated to helping clients around the world maximize the effectiveness and value of their investments in risk management technology, methodology, and processes. FRG provides clients with unique technology offerings, implementation services, business advisory services, and thought-leadership in various areas of risk management.

AVISO’s research confirmed that FRG understood the minds of its customers. Nevertheless, we concluded that in its current state, FRG stood little chance with the C Level audience, even though brand equities consistent with C Level interests existed. The challenge was to reposition FRG around those equities to become more relevant to this future customer, yet without alienating existing customers. Repositioning efforts also needed to differentiate FRG from a much larger, competitive set.

AVISO created the new identity system to embody the spirit of the brand and visually signify FRG’s repositioning to the market, which evokes courage, sound consulting, motivating to do and be more, and staying agile with focus and purpose. We also streamlined FRG’s architecture and nomenclature to be implemented onto the web and simplify the brand system. The brand launched in early 2009.