PTC Accounting & Finance / Rebranding
Visual Identity Guidelines
Stationery & Collateral
Founded in 1992, PTC Accounting & Finance, a recruitment agency for financial professionals, needed to realign its branding with its evolved company values, and strengthen PTC’s positioning within a more competitive marketplace.
After a brand audit of the company and studying its competitors, Oxygen orchestrated a complete rebrand for PTC. We developed a brand positioning from which we created a new tagline, “People That Count”, a redefinition of the company’s outdated original PTC moniker, Part-time Controllers. The new tagline was important in communicating PTC’s core belief that candidates and their own people matter greatly, and are the marked difference from which clients will gain success. For its new look, PTC was open to challenging the stereotypical visual identity of a professional services firm, and opted for a human-centric and vibrant reflection of itself.
The new logo includes a series of lines reminiscent of the financial person’s line-by-line attention to detail, bar charts, math and the bottom line. Its multiple colours depict the individuality of the people and companies it serves, and is a flexible graphic device that can be used with variation across all forms of communication, from the PTC office environment to printed collateral, online, promotional trinkets, etc. Business cards feature the employee’s photo. In ads, large coloured bars leap out to attract attention. A handbook to implement the new identity specified guidelines for a variety of branded applications. The rebrand gave PTC a fresh, dynamic and distinct new face within its industry, and reinvigorated the company from top to bottom.