At first glance, The Lang Cat seems a far cry from the cold and formal corporate financial brands we so often see. And it is. But underneath the light-hearted cat-themed branding is a business that still has those traditional roots, and is run as cautiously as you’d expect a financial and comms consultancy to be. That doesn’t mean, however, that they don’t do things differently.
The brand story
The Lang Cat was deliberately and definitely its own entity right from the start, remaining on the outside edge of financial services but with a foot still firmly planted inside the industry. Polson chose to base the company in Leith, intentionally outside the centre of Edinburgh and away from big business. The offices are trendy and modern, not lavish and oozing expense like some traditional financial service companies. And the company’s name comes from a favourite musician of Polson’s, James Yorkston (you can read Polson’s blog post here).
They write a blog; their articles are mainly focussed on financial comms. However, there is the odd one thrown in the mix that really shows the brand personality, as well as the personality of the people who work there. For example, the last post of 2018 came from Polson, and it’s a list of his top 10 albums of the year. It’s interesting, humourous and casually written.
And of course, there are the cats.