Financial Risk Group
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.
After an initial soft audit of the brand, COCG’s research validated that FRG understood the minds of its customers. Nevertheless, COCG 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 without alienating existing customers. Repositioning efforts also needed to differentiate FRG from a much larger, competitive set.
COCG created the new brand identity platform 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. COCG also streamlined FRG’s architecture and nomenclature to be implemented onto the web and simplify the brand system. The brand launched in early 2010.