Branding: finance & professional services


Founded in 1881, Smith & Williamson is a leading, global, independent provider of investment management, accountancy, tax, corporate and financial advisory services to private clients, corporates, professional practices, and non-profit organisations. We were asked to create a refreshed visual identity (previously re- developed in the 1980’s) that would retain brand equity, while positioning Smith & Williamson to communicate effectively both on and off-line.

The evolution of such an established, respected brand needs to be handled with great sensitivity. Also, since the 1980’s, the technical demands on an identity system have changed almost beyond recognition. We made subtle changes to both colour and typography so that the identity works equally well online, in print and in events and environmental applications. We then developed the identity across all channels, and created simple, intuitive, flexible design guidelines for distribution globally.

My role involved proposal creation, pitch-lead, leading the development team, brand strategy, creative direction and brand guardianship. The web visuals in this job were created to guide another agency that had been separately procured for web build. I was responsible for cross-agency liaison.

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