Following a management buyout in 1988 and a number of subsequent acquisitions including the merger with a major US broking house EW Blanch, in 2001, The Benfield Group decided to IPO on the London Stock Exchange in June 2003.

Brand Architects’ Strategy
The IPO was the catalyst for the creation of a single brand under the “Benfield” name in order to optimise the value of the business and to make a complex and impenetrable business appeal to analysts, staff and customers. Between October 2002 and January 2003 Brand Architects undertook a major research and analysis project in Europe and USA to identify the core competitive advantage of the group of companies, to then create a singular brand which would unite all staff and stakeholders under one name, one strategy and one set of Vision and Values.

The unique characteristics of the organisation’s brand were successfully identified and captured in a quirky new visual language, a new tone of voice and an organisational brand perpetuated from the CEO’s office, through Country Managers and onto broking and back office teams.

Added Value / Solution
By identifying what truly lay at the core of the business, Brand Architects have been able to devise and implement a contemporary brand architecture which encourages Benfield’s enterprising and innovative spirit, as witnessed by the launch of several new sub-brands including in 2005, the wholly owned subsidiary, Benfield Corporate Risk. With a market capitalisation of £579m and a profit before tax increase of 64% since listing on LSE, the Benfield Group (BFD) has successfully found its value in the market and continues to manage a global brand plus a number of subsidiary brands via local offices across 26 countries.
Brand Architects continues to provide consulting, research and creative services to Benfield across all its territories.