West Financial Management Co.Ltd. are a successful Plymouth based company who offer independent financial and investment advice.
With an inconsistent and dated existing brand identity, West approached Owen Jones Design to bring a fresh and uniform approach to their business communication, including their logo, stationery, welcome pack and various other internal documents.
With many of their clients over 75, West wanted to reach a slightly younger market, around 55 years plus. The brief was clear that the look should be very clean and simple, appealing to this wealthy and fairly traditional demographic and reflecting brand values of responsibility, trustworthiness and dependability.
I created a strong logotype, customising an existing typeface to create a bespoke but very simple identity. The name West is offset slightly to the left (the West…) of the other words, giving a very subtle visual pun. We also made more of the wording ‘Priceless peace of mind’ which had been vaguely mentioned in the past, utilising it as a valuable strap-line to reinforce the positive reputation of the business.
Elements of the logotype were then extracted to serve as graphic devices throughout the stationery including the large capital W which serves as a watermark on the blue backgrounds of the letterheads, and a shape formed by the negative space to the left of the W which can be used as a footer graphic on various full bleed applications.
Independent Financial Advisers are known to use a lot of paperwork, so there was a lot of work to be done applying the new identity consistently across their documents! Here you can see a selection of the items we updated, including a menu tariff, various questionnaires, team introduction sheet and A6 note pads.
What do you think? I’d love to hear your comments below.