A market audit revealed that key players in the market opted for traditional, corporate cues, with little room for self-expression or the personalities behind the business. With Llewellyn’s creative background, we saw the opportunity to create a bold brand identity that was serious about money without taking itself too seriously.

The new logo uses a precise, serif font with an interlocking detail to symbolise the partnership between Llewelyn and her clients. The visual language allows for a copy-led approach to communications, with a striking visual language across social incorporating large numbers and patterns. The identity was explored across stationery, web and social – all packaged up in brand guidelines for the client to manage and launch.