Vistra Brand Transform
Accelerating global financial services together for Vistra and Tricor
This project was delivered as part of my work at Prophet. The project was developed by the design & strategy team in both HK and UK. The content presented here reflects my personal contribution and learning within that collaborative context.
Project Type
Transformation & rebranding
Year
2024
Origin
United Kingdom, Hong Kong
Client / Collaborator
Vistra
Role
Brand Designer
In 2023, BPEA EQT, the Asian private equity arm of EQT, completed the merger of Vistra with Tricor. They have combined into a global leader in the fund and corporate solutions industry. The combined organisation consists of over 9000 professionals and spans across 50+ jurisdictions.
Vistra and Tricor needed to reimagine their brand after the merger.
While they are retaining the brand name Vistra, the organisation has reached an inflection point to boldly reimagine itself as a new and purpose-led brand. In the industry where it is a sea of sameness and slow to change, Vistra is committed to redefine the client experience and set new industry standards. Therefore, they need a new brand positioning, identity, website reskin, and company culture to fulfill their ambition.
A purpose-driven brand strategy was developed to embody the brand’s aspirations and commitment
CREATIVE PRINCIPLES
A singular and strong identity for Vistra is being guided through three creative principles. These creative principles guide how the brand sounds in both internal and external expressions.
Empowering the visual system to be the Progressive Ally
In line with the creative principles, the reimagined Vistra brand should be visually bold, confident, direct, purposefully simple and precise. To embody strategy-led creativity, we built upon the brand positioning “Progressive Ally” to articulate that Vistra promise to deliver the executional certainty to drive positive momentum for clients as their closest ally.
We thoughtfully crafted the “V” and “A” from Vistra for use as supergraphics within our system. The “V” and “A” graphic are used with overlapping photography/objects telling our story of people- powered innovation.
The outcome is an identity and website that position the brand with confidence and clarity. Minimal forms and considered interactions establish a design framework that feels both modern and enduring. Beyond aesthetics, the system provides guidelines and assets that enable the brand to expand independently. This ensures the work remains relevant, adaptable, and capable of evolving with future needs.
ENRICHING THE DIGITAL EXPERIENCE
We developed a complete visual system, including a full brand book and supported the web design development process, to build excitement about the new brand and to signal change. We translated the brand’s creative principles into UI design recommendations such as visual hierarchy, readability, engagement and simplicity. We packed these principles into use files and UI components, equipping the Vistra team with the necessary resources to begin the website development.
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