Investing in a digital refresh
Waverton are an independent investment management house. The business has individual departments that deal with four defined audiences: private clients, financial advisers, charities, and institutions, and they provide financial analysis and investment solutions for clients around the world.
Having previously worked with Waverton to develop a visual identity including a logo and a basic colour palette, we were briefed to expand on that work to create a broader visual identity along with a unifying brand proposition. Their goal was to have a wider toolkit of parts to draw on to ensure a consistent approach in all comms and to help them to create engaging branding and marketing materials.
Within their four departments Waverton have a broad audience, ranging from charity-sector CEOs to ratings agencies. In order to create a proposition that would speak to all these stakeholders, we ran a verbal and visual audit of the company, through a series of information gathering exercises. We also conducted a deep dive into five of their key competitors to identify strengths and differentiators.
Based on our research and working closely with Waverton’s brand committee and senior level management, we established a number of critieria to help steer the creative and to measure the success of our work. A few key issues became clear during this process. One of these was that the brand came across as a little cold, and could be more personable. To bring through the warmth of the brand and better represent Waverton’s values, we suggested a photoshoot with key members of staff to create an image library of recognisable faces to present a more authentic look and feel.
Another challenge was to create a simpler user-flow for visitors to the website. In order to better serve customers on different user journeys looking for different levels of information, we created a new structure for the website with a central navigation menu and a more streamlined look, with a better balance between image and copy.
Along with a new proposition, an extended colour palette and a bank of iconography and imagery, we rolled out the new branding across a number of deliverables including a website, brochures, Powerpoint templates and presentation covers.
We enjoyed working with a very strong team across all areas of delivery: excellent creative solutions, great relationship management and swift response times all helped us launch on time and on budget.
Refreshing Waverton’s brand has given their comms an up-to-date look that’s sophisticated, contemporary and most importantly, ownable. The new toolkit allows them to create a cohesive look across all their collateral and with a streamlined user experience online, we’ve helped to ensure that Waverton’s clients and customers can quickly find what they are looking for.
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