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Waverton

Investing in a digital refresh

The challenge

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.

 

The solution

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.

 

Deliverables

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.

Stephen Browne
Waverton

The results

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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