A new brand for a new model of advisory

INDUSTRY

Finance

CHALLENGE

The challenge was moving from three separate fiduciary firms — each with its own services and ways of working — to a brand built from scratch, capable of carrying forward the value of all three into a single visual, verbal, and communications identity.

RESULTS

Today NFS Group has a solid identity and a clear positioning — supported by a brand system managed on Frontify and structured communications that grow with the business. And with HubSpot: website, client relationship management, and request handling all in one place.

KEY PRODUCT

Branding, HubSpot CRM

nfs.group

Challenge

Building a new company from three fiduciary firms meant merging three identities, three ways of communicating, and three client bases accustomed to different points of reference. NFS Group needed a brand that told a single story — and a system to keep it consistent over time.

The challenge was organizational too: the services from each firm had to be restructured and communicated clearly, for an audience that had known them separately until that point.

Discover

We ran a comprehensive assessment across brand, operational workflows, request management, and client behavior across all three fiduciary firms — to understand what to keep, what to unify, and what to redefine in the new brand.

Scope

Together with NFS Group, we defined the objectives for the new brand and the requirements to get there: a single identity, a clear service architecture, and a platform capable of handling content and requests in a structured way.

Activate

We built NFS Group's visual and verbal identity from scratch, consolidated the brand system on Frontify, and developed the new website on HubSpot CRM. Then we put a communications strategy in place to give the new brand a voice.

Optimize

We activated launch communications across LinkedIn, the blog, and newsletter to build awareness and generate the first advisory inquiries. HubSpot gave us the ability to measure and evaluate the new site's performance and keep strategy aligned with results.

Consulenza fiduciaria, legale e strategica per privati e imprese

Solutions

To support the launch of NFS Group, we worked across three complementary dimensions: identity, digital ecosystem, and communications.

Identity: the logo encodes the initials of the three founders (Nacaroglu, Foglia, Scolari) in a palindromic form, readable in both directions — a reference to the values of agility and innovation. A blue-black-white palette completes the visual system, communicating reliability and technological vision. The claim "FareFuturo" gives voice to the company's promise to its clients: advisory that doesn't just manage the present, but a partner that builds — alongside the entrepreneur — the conditions for growth. The brand system on Frontify gives the NFS Group team constant access to their brand guidelines.

Digital ecosystem: on the platform side, we designed the new site on HubSpot, starting from an analysis of existing content and the definition of user personas. The result is a service architecture — tax, legal, HR, accounting — organized around how users actually look for advisory.

Communications: a combination of SEO-focused blog posts, dedicated newsletters, and organic LinkedIn campaigns gave the brand a voice and built awareness from the ground up.

“When we founded NFS Group, we wanted to help entrepreneurs build the companies of the future through integrated advisory and digitalization. Today we have a brand that reflects our values, positions us in the market, and makes us recognizable."

Avv. Rupen Nacaroglu
Founder & Head of Legal

A new brand for a new model of advisory

Challenge

The approach we used for NFS Group.

Consulenza fiduciaria, legale e strategica per privati e imprese

Solutions

Results

“When we founded NFS Group, we wanted to help entrepreneurs build the companies of the future through integrated advisory and digitalization. Today we have a brand that reflects our values, positions us in the market, and makes us recognizable."

Looking to refresh your brand — or build one from scratch?

“Grazie al lavoro con Ander Group, siamo riusciti a rendere le informazioni sanitarie più accessibili e comprensibili per tutti i cittadini, senza compromettere la precisione e l'affidabilità dei nostri contenuti. Un passo concreto verso un’esperienza digitale più umana e inclusiva.”