A New Brand Identity


A full rebrand from top to bottom

There's more to life than money, but it’s a good place to start. That's especially true with proper financial planning. Aspirations are a rapidly growing Bristol-based financial advisor, and we were tasked with a total brand overhaul and the creation of a new website to better reflect their industry leading financial planning.

The new branding aims to showcase that when financial planning is done properly, it gives you freedom to live life to the full.

Branding that means more​

The logo is designed as a stamp of quality, and to reflect the trust and credibility the company values so highly in their process. The flowing ‘A’ illustrates the journey they take, and key milestones navigated together with clients to achieve their aspirations.

The 30 degree angle is used across every brand touchpoint to represent financial planning unlocking a better life through our split screen device. This helps seamlessly balance the emotive warmth of the brand with a more functional and professional look and feel.

A people led narrative

The new fully responsive website perfectly balances personal and business finance, alongside explainer videos, simple iconography and engaging content to reflect a calm and considered user experience.

With so many brands in this sector using cold and corporate branding, we wanted to bring warmth to the category. We used case study stories to showcase the lifestyles people have unlocked through financial planning, while the people behind the business are at centre stage too. We’ve also used warm, deep colours across the branding to stand out against a sea of blue and harsh reds that are so often used across the finance industry.

The branding also included branded content, a full set of brand guidelines, and corporate stationary too.

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