I am delighted to have recently completed a new brand identity for Steele Aspire Financial Management and invite you to find out more below.
Tina Steele is a financial adviser and operates as an associate partner practice of St. James’s Place Wealth Management and approached Aim High Marketing to develop a new brand identity.
Trading as ‘Tina Steele Financial Management’, the new identity was going to include a change in name to ‘Steele Aspire Financial Management’ as part of the remit. In an increasingly busy market, we also wanted to create an identity that matched Tina’s approach and personality and that would stand-out.
Our initial consultation with Tina was key to helping us understand how she wanted her new identity to represent her service offering. We discovered Tina likes to use the ‘L.I.F.E’ approach which is: Listen; Insights; Financial Plan and Enduring Relationships – all important elements used by Tina as part of her consultation and ongoing relationship with her clients.
We know colour is a fundamental part of any logo design and in this instance, Tina had chosen purple for exploration in the design. As well as a personal preference, it was felt a good match for its association with wisdom, dignity and fairness – three important attributes for Tina’s target market.
Naturally, we discussed Tina’s target market in detail, with a couple of key insights for consideration: 1) 80% of Tina’s clients are women, and 2) 90% have never spoken with a Financial Advisor before. This translated into our brief being to aim for a logo design that would utilise softer lines, suggesting Steele Aspire to be approachable and friendly.
Next, we received some ideas from Tina on incorporating iconography into the design. This included direction on icons that would suggest growth = nature; aspiration = stars and nurture = hands.
The final stage was a review of the competitor set to help benchmark our new identity both for stand-out and to ensure uniqueness.
The new identity (see above) uses organic shapes for a softer approach whilst utilising hands nurturing a plant to signify Tina’s guidance. Combined to form a ‘stamp’ which suggests heritage/seal of approval, with a hint of a star for aspiration.
Using a contrast of classic and contemporary typefaces gives a timeless brand perception, whilst the Mulberry and Deep Indigo colours give a warm, yet professional feel to the company/brand.
‘I love my new identity and have received some fantastic feedback from my clients and contacts. Josh was extremely professional and great at understanding my requirements, but also challenging me where necessary, resulting in a new logo design that exceeds my expectations. I fully recommend Aim High Marketing and I am looking forward to collaborating with them again soon’.
Tina Steele, Principal, Steele Aspire Financial Management
To find out more about the brilliant work Tina is doing, please visit her website https://partnership.sjp.co.uk/partner/tinasteele and don’t hesitate to get in touch if you are interested in a new brand identity.