Guernsey Finance launches We Are Guernsey branding

Two months ago Guernsey Finance unveiled its new look locally and now it will be used when the organisation gets on the international financial events circuit next month.

'I am proud of what we're doing at Guernsey Finance,' said Deputy Trott.

'We're transforming it and it is very close now to being the finished article, which will hold us in good stead for the future.

'It is more important than ever that we promote business in Guernsey, promote new business to come to Guernsey, and that is what Guernsey Finance is all about.'

All the agency's marketing material will include the branding We Are Guernsey, but, having considered it, the Guernsey Finance board eventually rejected a wholesale name change to We Are Guernsey.

'Our business cards still say Guernsey Finance and that's how it will remain, but the brand We Are Guernsey works because this is a jurisdiction with a full offering of professional competencies developed over many decades,' said Deputy Trott.

'We are a well-established, well-regulated, well-respected, internationally-acclaimed centre of excellence for financial services, and it's about so much more than just a financial services centre.

'We believe that We Are Guernsey captures more accurately the breadth of what we do, rather than just being about financial services.'

The rebranding exercise, undertaken in house, took the best part of nine months. It was the first major overhaul of the agency's branding since 2007.

Guernsey Finance chief executive Dominic Wheatley said he expected the new branding would 'help increase the visibility of Guernsey internationally'.

The high profile imagery on the new website is Martello towers, Castle Cornet and Guernsey cows.