When Complete Business Solutions (CBS) approached us, they wanted a brand identity that felt professional, modern and instantly recognisable within the financial and consultancy sector.
A key part of the brief was the inclusion of a lion within the branding – something that symbolised strength, confidence and leadership. These qualities naturally aligned with the role CBS plays for its clients: providing guidance, reassurance and strategic support in complex financial areas.
In finance and business, the lion has long been associated with authority, stability and protection. It represents confidence under pressure, strong decision making and trust – all qualities that CBS wanted their clients to feel from the very first interaction.
Before starting the creative work, we explored how the business wanted to position itself within a traditionally corporate sector.
The aim was to create a brand that felt:
The challenge was balancing the authority often associated with financial services while still making the business feel human and accessible.
The logo development process centred around creating a modern interpretation of the lion icon without becoming overly traditional or aggressive. We explored a number of routes before refining the final direction into a clean and confident identity that combined strong typography with a subtle lion-inspired graphic style.
The overall aesthetic was intentionally clean and uncluttered, helping the business stand apart from the often outdated branding commonly seen within the finance sector.
Once the logo direction was established, we developed a wider brand identity covering colour palette, typography, website styling and tone of voice to ensure consistency across every touchpoint. A strong, vibrant orange became a key part of the system, adding energy, warmth and distinction within a typically conservative finance sector, while reinforcing the lion-inspired themes of strength and leadership. The result is a clean, modern and professional brand that feels approachable yet authoritative, with a clear and recognisable presence.
Working with the Strategi team completely transformed how we present our business. The new branding feels confident, modern and perfectly aligned with who we are, and the lion concept alongside the bold orange colour has given us a real sense of identity that stands out in our market.”
