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Soul Patts

Brand identity

With a market cap over $12 billion Soul Patts (formally Washington H. Soul Pattinson) is one of the oldest listed companies on the ASX. Now an ASX100 stock, Soul Patts has a rich family history and an enviable track record of delivering consistent returns to shareholders. With origins in retail pharmacy, the business has evolved considerably over the past 100+ years to become a truly diversified investment house across multiple industries, asset classes and geographies.

What we did
Brand Identity
Brand Guidelines
Brand architecture
Brand Strategy
Brand positioning & narrative
Annual Report
Video & Animation
UI Design
Creative Direction

Qualitative research provided insights into investor perceptions that when assessed during the workshop process, revealed a number of gaps that needed to be addressed by the rebrand. In particular, it became clear that Soul Patts brand was defined by its past, not its future and whilst the brand enjoyed very strong recognition, the business was largely misunderstood. It was also apparent that the name was a key consideration, but that retaining the heritage of the name was vital. In essence the challenge was to refocus the heritage of the brand within the context of the brand’s current and future direction.

Soul Patts’ core brand idea and brand pillars directed visual exploration including colour, shape and imagery to inspire a visual identity that is a creative execution of the brand strategy. The square icon speaks to the brands enduring strength and stability, with the disruption to the square – in the form of a breakout arrow – a reference to ‘thinking outside the square’ or unconstrained opportunity. The geometry of the disrupted square is reinforced in the word mark and the broader visual language of the new identity.

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Designate created a comprehensive design system and brand guidelines, including application to corporate collateral, templates, photography, and bespoke icons. Designate also designed and built Soul Patts’ new website and produced a range of assets to support the brand launch at the group’s 2023 AGM.

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Designate acknowledges the Traditional Owners of Country throughout Australia and recognises their continuing connection to land, waters and culture. We pay our respects to their Elders – past, present and emerging.