Rarely (if ever) before has such a formidable collection of historical greats been brought together under one roof!
But that's exactly what we've done for one of our clients A&M Wealth Management.
Based in Manchester, A&M specialises in investment advice for recipients of considerable personal injury, clinical negligence and matrimonial settlement awards. One of their key target sectors is solicitors and legal firms handling and managing such claims through to settlement. Once the settlement is paid, the legal firm then refers its clients to A&M and entrusts them to look after their investment options.
As such a key component in A&M's success is their ability to convey trust, confidence and integrity to these firms, especially with such large sums of money at stake. Even though A&M is a respected specialist in this field, in 2013 they identified that their brand identity was holding them back and not communicating the gravitas of their knowledge and service offering which is vital to securing new referral opportunities. As such, recognising the need to refresh their brand identity, the company approached Williams&Crosby and asked us to help.
One immediate consideration was the retention of the existing logo meaning that whatever we developed had to work with this element at its core. Following a comprehensive review of A&M's competitors, we identified several concepts for presentation to the client. One idea that was ultimately selected as the preferred choice was the utilisation of highly respected and influential historical figures to visually represent heritage and trust.
These figures included Sir Winston Churchill, Benjamin Disraeli, Benjamin Franklin and Charles Darwin. We then sourced and creatively treated photographs of these true greats to bring consistency to the images and then positioned appropriate quotes from each of them that sat well with A&M's ethos and expertise. We retained the deep orange from their logo and then introduced a graphical texture to the brand graphics, similar to those marks used on bank notes, to communicate additional confidence and security. A traditional and simple font to support the messages of quality and establishment complimented these new elements.
The refreshed brand identity was then implemented across a new website, corporate reports, meeting room graphics and a stationery set. In addition, we produced a corporate brochure that utilised a heavy paper stock and various special finishes including blind embossing, to give an additional element of excellence and authority. With regards to the future, there are already plans in place to execute an on-going relationship marketing campaign utilising e-shots and e-newsletters and A&M has asked us to design and develop the HTML templates. www.amwealth.co.uk