Challenge
With the merger of the international currency brokerage and payment services provider Global Currency Exchange Network (GCEN) with the global client money & cash custodial services company Global Custodial Services (GCS), how could we create a unified single brand to take the business to the next level?
Idea
GCEN had built a successful business over 15 years, growing organically through relationships and word of mouth. With the merger, there was an opportunity to define a name that represents the business they wanted to become, as well as re-energize the visual identity to make it a springboard for growth.
Working with the leadership team, we created a unifying brand story and brand narrative that captures the combined proposition of GCEN and GCS. We developed the name GC Partners to showcase the company’s ‘trusted partner’ characteristic.
The tagline, ‘Our service is our currency,’ sums up the core of the business and the attitude with which they do it – GC Partners does not just offer currency exchange and client money solutions, they listen, make and deliver bespoke financial solutions that work for their customers.
The new brand identity showcases GC Partners’ close customer relationships and ability to deliver a bespoke personal approach. The new logo, comprising a hallmark and wordmark, acts as a strong visual representation of the new name. It identifies GC Partners as a trusted and commercially savvy organization whilst also showing a sense of heritage and history.
Our new brand represents an important step in our business’ evolution – reflecting the strength of our unified offering as we disrupt the market and grow the business.Martin Cox
CEO & Founder of GC Partners
