A MARKETING firm from outside the island won the contract for the rebranding of GuernseyFinance. Brighton-based Bellman made the successful pitch.

Account director Ella Clark, who attended the launch this week, said: ‘We were delighted to get the job over some local businesses.’

She said the goal of the rebrand, which is focused on the letter G, was to put Guernsey on the map.

As a non-local company, she claimed it was in a better position to heighten the off-island perception.

‘What we aimed to get across was to symbolise Guernsey as synonymous with international finance,’ she said.

‘We wanted to sell the island as a one-stop shop for the industry in a dynamic, innovative, young and fresh way and are happy with the end result. I think it looks superb.’

GuernseyFinance launched the new look at an informal drinks party for industry practitioners.

‘The new brand has its roots in the fact that, firstly, we are not trying to sell GuernseyFinance but the island and its financial services sector and, secondly, that as such we need a look and feel that reflect the progressive nature of the industry,’ said chief executive Peter Niven.

Chairman Jim Gilligan said: ‘We have made great progress this year in pushing out positive messages about our finance industry and believe the new brand will take us to the next level.’

Among those admiring the new look was Deutsche Bank managing director Andreas Tautscher.

‘It looks good. The way they have focused on Guernsey as a great place to live and work alongside the strength of finance works well.’

He said the island had uniqueness about it and when his clients came over, that was what struck them.

‘The finance industry is so competitive and Guernsey can’t afford to be complacent. We are up against the likes of Dubai, whose finance sector was nowhere five years ago but today is a real threat.’

He said Mr Niven and his team were doing an excellent job in ensuring Guernsey was a place to know and love when doing business.

Investec Bank finance director Steve Henry said: ‘I am particularly encouraged by the modern look and feel of the new brand which should help GuernseyFinance go from strength to strength.’

Mr Niven has spent the last two days in London promoting the industry.

Yesterday evening, 180 delegates attended a master-class on open and closed funds staged by the promotional agency and the Guernsey Investment Fund Association at the Drapers’ Hall, Throgmorton Avenue.

It was mainly lawyers who attended the seminar as an opportunity to learn about recent beneficial changes to the way such funds are regulated.

Mrs Clark helped set up and promote the newly branded exhibition stands.

Yesterday and today involve Mr Niven meeting journalists to negotiate coverage in a range of international finance journals and other publications.

The GuernseyFinance website will go live with the new branding on Tuesday.