Alfa

Bringing clarity to the asset finance industry

We were invited to pitch for a facelift of the CHP Consulting website. On the back of the ideas contained in our pitch, the client rethought their strategy and chose to pivot to a product led business, rather than the consulting model they had since launch. We worked with them to rebrand, using their product name Alfa, as the business intended to float and knew that potential investors would see more value in this new brand proposition.

Link to website

Old CHP Consulting logo and Alfa product VS new Alfa logo

Becoming product-first

Our research showed that the Alfa name had higher levels of awareness than CHP Consulting within the asset finance industry. Our rebrand therefore made it easier to potential customer and investors to find out more information about the product. Our idea was to simplify a previously very complicated brand by creating three clearly defined areas of importance to Alfa - the company, the product and careers.

Alfa brand colour system

Brand Guidelines

Brand guideline cover

Brand guideline internal pages

Alfa team working together

Simplifying sales

We worked with the client to identify what was really important to their customers, leading to simplification of the sales process, focusing on 4 key areas rather than the 37 modules they promoted previously, simplifying their operations whilst increasing sales.

Product page

Adding character

We worked with the talented illustrator and animator, Dinos & Teacups, to create bespoke product explainer videos for asset and equipment finance audiences across multiple markets.

Going public

The rebrand and subsequent work on an investor website supported Alfa’s IPO in 2017, the biggest in the UK in 2017.

The UK's biggest IPO in 2017

“The new website and brand has received a positive reception in the industry. Website traffic has increased in terms of both numbers and duration. Prospects and potential recruits are engaging more with the company, through both the site and on social media. Brand42 received explicit praise from Alfa’s CEO for meeting and exceeding the brief in a compressed timescale..”

Brennan Till | Global Head of Marketing, Alfa