As a provider of financial planning training and industry accredited qualifications, Practical Financial Exams is focussed on harnessing the potential of the next generation of industry experts. In what is still considered as a traditionalist sector, PFE are shaking things up with a digital-centric and flexible approach to studying, mentoring and exams, and as their name suggests, with a sharp focus on the practical skills often overlooked on conventional courses.

Looking to firmly establish themselves as a credible yet progressive institution, PFE contacted us to develop a completely new identity — one that would attract new applicants as well as build brand recognition within the sector. We formulated a unique positioning strategy and developed a compelling brand story rooted in the idea of time. Time to change the industry. Time to nurture the next generation of talent. Time to excel.

With the strategy in place, we crafted an identity that embodied the company’s forward-thinking and confident attitude using a design system that is robust yet adaptable, modern yet trustworthy. We took a no-nonsense approach with a black and white colour palette, a flexible timepiece graphic device and a photographic style depicting the real-life students and professionals who PFE are dedicated to developing.