The same, but different
Working with the team at Castle was always going to be fun.
Fuelled by their desire to approach the world of ‘deal-making’ a little differently, this specialist corporate finance firm took us by surprise from the outset with their impressive credentials and wicked sense of humour.
The leadership team had done their homework. They understood the value of marketing and the role it needed to play in achieving an ambitious three-year growth plan. The missing piece of the puzzle was an agency that bought in and understood their vision.
Uncovering real personality
The initial discovery session with Castle was a revelation and we admit we were wrong to expect a dry and formal meeting. This team has personality by the bucket-load as well as a proven track record of delivering impressive deals for clients.
What sets them apart from their peers is a focus on the longer-term relationship as opposed to just the transaction on the table. The result is a boutique and human approach but with all the clout of one of the City’s big players. All in all, a potent combination.
After just a few hours we were confident that we could challenge the team with a quality and bespoke brand that also delivered big on charisma. We wanted in.
Creating ‘The Castle Experience’
Castle’s purpose really resonated with our own ethos of always placing people at the heart of marketing and we were able to easily identify and articulate the values to build the brand from the outside out, focussing closely on the emotional connection we needed to forge with the audience.
The brand we have created resonates deeply and taps into the psyche of the owner-manager by demonstrating that Castle understands this group as people as opposed to transactions. This connection triggers action and builds empathy.
It is a bold creative route that heroes a selection of commissioned illustrations by the award-winning Nishant Choksi. The stripped back nature exudes confidence and we needed the team to be brave enough to opt for it. They didn’t disappoint.
Working with an illustrator of Nishant’s calibre was both exciting and nerve-wracking. Featured in The Guardian and Wall Street Journal to name a few, his surreal and satirical take on the world was perfect to pique the interest of the Castle audience on an intellectual level, but it was vital that the team felt part of the creative process. The resulting suite of images are both striking, truly original and capture the essence of the business.
Joining the dots
The process of working with Castle is exactly how we like to work best – each party challenging and being honest with each other to achieve the right result. In the same way Castle negotiate and manage their deals, the team pushed us to explore our creative capabilities to meet their high aspirations and create a brand not seen in the marketplace before. The results speak for themselves.