The world of financial wealth management is viewed by many as a traditional strand within today’s modern world of finance; all too often the branding surrounding this sector reinforces those preconceptions. However, in recognition that their brand should reflect the innovative and timeless nature of their business, Clarity Wealth Management commissioned Friends to create a brand that communicated their clear, up-to-date approach, while maintaining the confidence in quality of service experienced by their current clients.

As Friends started work on the rebrand, it was the accessibility, simplicity, confidence and professionalism of Clarity that shaped the design process, also keeping in mind the long-established nature of the business. The resulting wordmark is modern yet timeless, clear and confident. The supporting serif typeface is equally modern while hinting towards Clarity’s well established roots and maintaining confidence in loyal clients. The original colour palette was applied, using Clarity’s bright and clear turquoise alongside a range of greys to create a striking and professional aesthetic.