Plenitude

Fast-growing consultancy firm Plenitude Consulting, a specialist in financial crime compliance, provides business-critical advice and support to major banks and institutions globally. Impressive growth had been achieved on the back of a rapidly evolving regulatory landscape. But with a fast-growing team, new services maturing and a critical acquisition pending, the time was right to refresh the brand and modernise the firm’s public face.  

Competition was coming from both boutique specialist firms and the ‘big 4’ consultancies, so creating a clear and distinct USP, one that was aligned to client need, was essential to driving business.  

Mobas was recruited to work as a trusted partner: redefining the brand and its message, creating a new visual identity and website, and delivering a brand that not only resonated with clients and prospects, but also engaged and attracted talent. 

Clear and compelling market positioning

A new visual brand and sub-brands

Double digit year-on-year growth

A new website built in HubSpot to aid conversion

A winning employer value proposition

Creative rollout that works across all mediums

Project Objectives 

 

The key objectives of this collaboration were to: 

  • Understand the unique fears and motivations of clients engaged in financial crime compliance 
  • Capture and communicate the unique nature of Plenitude 
  • Shape a brand framework that reflects the Plenitude team’s appetite for growth and will support them on the next exciting phase of their growth 
  • Create a visual brand that maintains Plenitude’s visual heritage, but was a signal of a fresh new era and increasing range of offerings 
  • Develop a new website that builds confidence when compared to major players, but is also a sales engine for the client through the use of HubSpot 
  • Give the small in-house team all the tools required to take the new brand into the marketplace in a powerful and consistent way across all channels 
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Our approach

Working directly with the management and marketing teams we employed our four-step transformative audience-fuelled approach to ensure Plenitude Consulting’s brand reflected their industry leadership and expertise. 

Starting with insight, including internal stakeholder interviews and external client feedback, we identifying strengths, gaps in the market, and defined Plenitude’s differentiation points compared to its competitors. 

Armed with key insights, Mobas redefined Plenitude’s brand identity, crafting a strong value proposition and messaging framework that creatively communicated their unique position in the market as financial crime compliance specialists.  This was brought to life in a new visual brand, which drew on some of the colours and shapes that the market already recognised, but brought a new level of confidence and freshness. 

A new website was built to serve as a digital hub for Plenitude’s services and to attract potential clients through targeted inbound marketing strategies. The project also included an overhaul of the visual identity, ensuring the brand’s refreshed look resonated with both internal teams and external clients. 

After the launch, Mobas remained involved, continually testing and optimising campaigns to ensure maximum engagement and conversions. The iterative process allowed for constant refinement based on user feedback and market trends. 

"Thank you for all your support and great work on the new brand and website launch. Delighted with the website and really appreciate all the hard work and flexibility." Alan Paterson (Founder and CEO)

Measurable Results

Plenitude Consulting’s rebrand resulted in a marked improvement in brand recognition and client acquisition. Key achievements included: 

  • Website engagement: A significant increase in web traffic and user engagement, driven by the enhanced site design and targeted marketing strategies. 
  • Client acquisition: A notable rise in significant new business inquiries, particularly from larger clients who previously overlooked Plenitude in favour of larger firms. 
  • Positive brand reception: Both internal stakeholders and clients responded positively to the refreshed brand, with Plenitude now viewed as a more modern, scalable and specialist consultancy. 

The resulting rebrand has helped establish Plenitude as a significant player in the global financial crime compliance market, with depth of experience and the sub-brands helping to drive wider brand awareness of their products and services. 

 

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