Background and Challenge
Caleb Dozzi, founder and director of dozzi financial planning, wanted to fundamentally change the way that financial advice is available to clients, by removing typical remuneration structures and building a new financial firm that actually caters to the needs of the individual.
Our challenge was to create a brand that clearly articulates dozzi’s way of doing things differently and set them apart from the industry.
Articulating this difference started with the brand identity, the backwards ‘z’ a nod to doing things different, the dissecting line – operating above the line and the upwards arrow hidden between the ‘zz’ – always moving forward.
The brand positioning, “Care to be different”, is as much a call to arms for Caleb’s team as it is their tagline.
The newly developed brand identity was rolled out across corporate stationery, marketing and sales collateral, client engagement packs, website and promotional materials.
"As a result of working with DSR Branding we’ve created and established a strong brand purpose, imagery and path forward. Holistically they’ve helped us create a one of kind brand and imagery of which I’m proud to be associated, has captured the essence of who we are and our values and is distinctively different to our industry norms."Caleb Dozzi, Managing Director - dozzi Financial Advice
ServicesBrand IdentityBrand StrategyDesignDigitalMarketing
Caleb Dozzi, Managing Director - dozzi Financial Advice
"I think the main obstacle I experienced when considering branding, website creation, marketing and other necessary business services was a realisation that I was particularly uneducated in this field and the prospect of making a mistake or poor decision was real. I had also encountered considerable difficulty in meeting a group who I felt would take the time to get to know my company, our values, our financial constraints (as many start-ups can relate to) and truly appreciate why we gave up everything to do what we believed in.
While meeting with other branding specialists before chatting to DSR and Dan, I had a very distinct feeling that they had a mould which they were trying to convince me I would fit within and that didn’t feel quite right to me. Dan immediately provided me with the clear impression that he was interested only in a built-to-purpose branding, and his recommendations and proposals confirmed this.
Since opening our doors we’ve had numerous evolutions of our business, offering and target audience. Dan and his team have done amazingly well at keeping pace, never complaining and just doing what we need most – being a damn good job.
Dan also told me ‘no’ when we were going off our ‘brand course’, which in hindsight has always been the right call. In stark contrast to the day we first met, I feel as a business and individual we’re confident in our awareness of what is needed to succeed in the future and grow our brand presence.
I have particularly appreciated Dan’s ability to work to short timeframes and always provide clear reasoning as to why certain decisions are being made and ideas proposed. As a business owner, I generally have only short periods of time to focus and make decisions on a range of topics and DSR have always kept pace with this need. Apart from that, the thing I love most about DSR has been the outcome. Holistically they’ve helped us create a one of kind brand and imagery of which I’m proud to be associated, has captured the essence of who we are and our values and is distinctively different to our industry norms."