In 2020, Record implemented a revised strategy focused on broadening the scope of its products and services, transitioning from currency and derivatives into the broader asset management sector, and wanted a brand that reflected this new ambition.
Although highly specialised in nature, the knowledge, expertise and client relationships built over 40 years provided the perfect building block for the transition. Through investment in technology and resource, Record is focused on the modernisation of its business and in building partnerships with clients and other specialists for a path of mutual benefit. In order to aid this change of message, Buchanan was recruited to address the brand’s identity to ensure it was better equipped to reflect the refreshed narrative.
