Portland Business Support & Advice
A new brand identity and a perception changing strategy that looks on the bright side
The requirement
As an established and well-respected insolvency practitioner, Portland Business Support & Advice wanted to expand its offering to help businesses that were struggling financially. Negative perceptions of the industry was a challenge to Portland’s ability to reach out to a wider audience, specifically those that would benefit from early action to prevent insolvency.
The approach
For Portland, the approach taken was to engage with its business referrer network in a more positive, enlightened way.
‘The way forward made brighter’, together with a new logo, was conceived as a creative strategy that challenged perceptions of failure and sought to promote opportunities.
A partner brand
Alongside a refreshed Portland identity, a new brand was created to promote a specialist service to those businesses that needed cashflow support. Cashsolv was designed to sit beside Portland, maintaining synergy between the businesses, and presenting consistency to the business audience.
What we delivered
Following the build and launch of the Cashsolv website, Spitfire developed a multi-channel campaign to create awareness among referrer and business audiences across the South, and to drive traffic to the website. Cashsolv quickly established itself as a first port of call for businesses facing financial challenges.
The team at Spitfire created two completely new and diverse business brands for me, successfully used across all forms of media and collateral.
Carl Faulds
Managing Director, Portland Business Support & Advice
