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AFP Services

Rebranding the backoffice business that didn’t want be known as a backoffice business. The transformation of a financial services company.

AFP Services were in a muddle. Brilliant at what they did and already working successfully with retailers and niche brands, their own identity lacked presence and more importantly, they struggled to explain consistently what they did.


Beginning with a collaborative strategy session and interviews with stakeholders, Fresh Lemon were able to grab valuable insight into what made AFP special. We used this to build a proposition that gave them an authentic handle on what they meant to the businesses they worked with and how they should talk about themselves. Coupled with a new look and feel that reflected the revised tone of voice, Fresh Lemon delivered a fresh brand toolkit and asset library alongside a new website to unleash their new message to the business world.





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AFP Services
AFP Services
AFP Services