Brandpie rebrands GCEN to GC Partners following strategic review

International currency broker and payment service agency, Global Currency Exchange Network Ltd (GCEN), and corporate custodial services company, Global Custodial Services Ltd (GCS), have announced their unification under a single brand: GC Partners

The leading currency exchange and client money solution provider enlisted strategic brand consultancy Brandpie to develop a new name, logo and brand strategy. Brandpie was selected due to its shared culture with GC Partners and experience in building market-leading brands across both small and large FinTech businesses.

The new brand and identity, which informed the new GC Partners website, is part of a wider strategic shift to align GCEN with its sister company Global Custodial Services (GCS), the specialist financial agency, under a single global brand to offer a more comprehensive, streamlined solution to clients.

The new name, GC Partners, was developed by Brandpie. In a world where digital is disrupting sectors and automating many markets, the importance of personal service and relationships is often overlooked. GC Partners are known for offering a distinctive combination of bespoke digital solutions tailored by their team of experts, all of whom are partners in the business.

The new brand identity showcases GC Partners’ close customer relationships and ability to deliver a bespoke personal approach. The new logo, comprising a hallmark and wordmark, acts as a strong visual representation of the new name. Brandpie commissioned photographer Gary Houlder to a photo shoot of senior partners to showcase the human touch and personal relationships as a vital trademark of GC Partners.

Sophie Lutman, Executive Creative Director at Brandpie said: “GC Partners has been at the forefront of foreign exchange and global payment solutions for over fifteen years. The aim of the rebrand was to convey the company’s unique client-centric approach, highlighting the team’s exceptional service, partnership culture and tailored client solutions.

Martin Cox, CEO & Founder of GC Partners, said: “Our new brand represents an important step in our business’s evolution – reflecting the strength of our unified offering as we disrupt the market and grow the business.” 

Source: GC Partners

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