Local trust company, Hawksford, received a Silver Award for Best Rebrand in the Financial Services Sector, at this week’s prestigious Transform Awards.

The Transform Awards, which are run by Communicate magazine, are the UK's leading awards that recognise, benchmark and celebrate excellence in brand transformation. The awards provide an opportunity for all staff, at companies and agencies alike, to see their efforts recognised and to celebrate excellence in rebranding. The winners were announced at a gala dinner in London on Wednesdayt night (21 March).

Hawksford chief executive, Peter Murley, said: ‘We are delighted to have been recognised with a Silver Award at last night’s event; it is great for our brand to be recognised as strong and innovative amongst those of our peers in the financial services sector.

‘We re-branded in 2011, creating a new series of sub-brands, following findings of our in-depth client research. The corporate brand imagery Hawksford has adopted is refreshingly different to the traditional corporate imagery promoted throughout the trust sector. It is our brand and client philosophy that helps Hawksford to stand out from the crowd,’ concluded Mr Murley.

Early in 2011, Hawksford, previously Hawksford International, commissioned a significant piece of client research, with the results informing a well-considered brand refresh. This brand refresh, which was developed with MerchantCantos, was shortlisted for the Best Brand award at the 2011 Jersey CIM awards.

Led by the research data, Hawksford has developed a series of sub-brand identities to ensure that both clients and intermediaries have a clear understanding of the comprehensive range of services the business offers. These include Hawksford Fiduciary, Hawksford Family Office, Hawksford Wills and Probate, Hawksford Funds, Hawksford Employee Solutions, Hawksford Media and Sports, Hawksford Advisory, Hawksford Succession Planning and the company’s Swiss offering, L-S&S GmbH. As part of the rebrand process, Hawksford has also developed a business philosophy and positioning statement, ‘thinking beyond tomorrow’.

‘Thinking about tomorrow’ encourages Hawksford’s people to think differently for clients and plan structures that will not only meet their present short-term objectives, but be flexible enough to address the future needs of generations to come.