FHD creates identity for ABN AMRO arm

Leading UK brand consultancy FHD has created an identity for ABN AMRO Risk Advisory Services, following a competitive pitch.

The new identity, which was recently previewed at the Risk Capital conference and exhibition in Paris, will be rolled-out in July across a variety of media.

RAS faces the challenge of wanting to align itself with ABN AMRO's excellent reputation for risk management, whilst also looking to win the trust and business of many of the bank's potential competitors.

FHD's identity, therefore, had to link the consultancy to ABN AMRO by using its brand guidelines, but also give RAS enough independence to enable it to appeal to other banks - the main source of business.

FHD worked with RAS's senior management to identify its unique offer as the only organisation with a genuine focus on risk management in banking.

FHD developed the communications concept 'Risk: Let's look again' which encourages clients and prospects to think of risk as a driver for growth, rather than something to be avoided.

The FHD team worked seamlessly with colleagues from Fishburn Hedges to develop an integrated communications strategy for the new identity which included media training, media relations and the launch at the Risk Capital conference and exhibition in Paris.

FHD is a leading UK design firm specialising in providing corporate branding and reporting services.

Its clients span FTSE100 businesses, government bodies and not-for-profit firms, and include the Co-op, Corus, WRAP and Network Rail.

FHD has an experienced team bringing together knowledge about a wide range of industry sectors, gained both in other agencies and in-house.

Part of the Fishburn Hedges Group, a 170-strong communications company, FHD is also able to offer clients access to expertise in public relations, stakeholder and internal communications and public affairs.

FHD is able to leverage the wider experience of the group both on an informal basis and to provide fully integrated client campaigns.

FHD is proud to be one of only nine members of the Financial Times/EU Best Workplace 'Laureate Club' - recognising the only organisations that have been in the Top 50 UK workplaces for five years in a row.

In fact FHD and Fishburn Hedges are in the Top 10 UK workplaces, are the highest ranked communications group and have been in the Top 20 every year since the awards were started.

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