Evelyn Partners
A fresh identity for a heritage brand.
Following the merger of Tilney and Smith & Williamson, Evelyn Partners became one of the UK's largest wealth management and professional services firms, offering everything from financial planning to private wealth management.
Knowing that its brand needed to reflect both its heritage and its ambitions, Evelyn Partners asked Conran Design Group to develop a visual identity that would speak to its new name, values and rearticulated purpose – 'to place the power of good advice into more hands'.
The new identity needed to feel established but energetic, aspirational but accessible, and elegant but dynamic; striking the right balance was critical, and every brand component was carefully crafted to convey the quality of advice that Evelyn Partners provides clients. This was about harnessing the power of brand as an enabler of business success and propelling a heritage company with big ambitions into a bright future.
SERVICES:
01. Visual identity
02. Design language
03. Activation and guidelines
Our work with Evelyn Partners
01. Visual identity
02. Design language
03. Activation and guidelines
The new brand world needed to be inclusive and accessible as well as premium and aspirational. The colour palette was chosen to reflect Evelyn Partners' premium positioning and provide standout in a crowded market; the bespoke lower-case logo was designed to feel modern and elegant, evoking a sense of trust and reassurance in audiences. The rounded nature of the letter forms speaks to Evelyn’s approachable, human and personal service, and is complemented by geometric forms denoting performance.
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Our work with Evelyn Partners
01. Visual identity
02. Design language
03. Activation and guidelines
Inspired by the motion of a bird in flight, we developed a new graphic language to represent the way Evelyn Partners works with its clients. The flight mark is both positive and optimistic – the uplifting motion representing the growth and opportunity it brings – with multiple strands blending together to symbolise strong partnerships working together in agile and dynamic ways.
Our work with Evelyn Partners
01. Visual identity
02. Design language
03. Activation and guidelines
Expression of Evelyn Partners' visual identity was key, and we brought the new brand to life across multiple touchpoints, from print and social media ads to brochures, factsheets, flyers and presentation templates.
A comprehensive set of brand guidelines was created to ensure the Evelyn team could apply its new brand consistently, while allowing for flexibility across different touchpoints. Covering everything from logo, graphic system and colour palette to typography, photography and iconography, it acted as a tool to inspire its people and share how the brand wanted its purpose and values to be expressed across every interaction with clients.
