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The Fry Group unveils new look


The Fry Group, an international tax, financial and estate planning firm, has unveiled a new global brand identity on the back of continued growth and successful expansion. The design team, led by Caroline Underhill, Global Marketing Director, and the team at Westside London, have blended the firm’s strong sense of tradition and heritage with an attitude that’s much more innovative, contemporary and forward-looking.

The company logo has been evolved into a more refined, stylish image whilst retaining the existing “four pillars” marque. New imagery has been introduced to present the company’s core purpose of creating financial freedom for its clients, and to reflect their aspirational aims. A new website replaces territory specific sites, ensuring the company’s services are easily accessible to its global audience, whilst displaying the company’s strong brand. The new colour palette incorporates the firm’s traditional portfolio of dark navy whilst introducing orange as a new accent colour.

Caroline Underhill, says: “In recent years we have been recognised as one of the leading global financial planning firms, so it’s important that we reflect our position visually and ensure that our digital communication channels enable us to properly connect with our existing and new clients.”
David Pugh, Chief Strategy and Commercial Officer added: “The Fry Group is an exceptional business, which for well over a hundred years has delivered outstanding work looking after people’s finances and helping each achieve their goals. Many of our clients are the children, grandchildren and even, in a couple of cases, great-grandchildren of clients from our earlier days. I’m delighted to say the way we present ourselves to the world is in keeping with the quality of the work we do.”

The Fry Group was established in 1898, and now manages GBP2 billion in funds for clients around the world. The company operates from eight geographical locations across the UK, Europe, Middle East and Asia. 

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