FENCHWOOD

A brand and a reporting system the clients' children want to read.

Sector
Wealth Management
Location
London
Year
2024
Scope
Identity | Reporting | Client portal | Website | Launch
01 / Brief

How does a firm trusted for thirty years speak to the generation that inherits it?

The founders' clients had trusted them for thirty years. Their children, now in their thirties, found the brand distant and the quarterly reports unreadable.

02 / Strategy
Audience

Families with three generations as clients; the youngest in their thirties and forties.

Position

Long-term, in plain language. The same figures in the same order, every quarter.

Voice

Plain English, short sentences, every term explained once.

← JargonPlain →↑ Product↓ Family
Private banks
Robo-advisers
Multi-family offices
Boutique managers
FENCHWOOD
Positioning: where FENCHWOOD sits among the alternatives its clients already know.
Forest green
Laid paper
Graphite
Copper
Moodboard: the materials the identity is built from.
03 / Identity
Rings one per generationOffset growth is never evenCentre the family
FENCHWOODRoute B · set aside
An oak tree. Long-term, certainly, and on every pension leaflet.
FENCHWOOD
Spectral capitals for the name; IBM Plex Sans for every number.
FENCHWOOD
Primary lockup
FENCHWOODPrivate Wealth · London
Stacked, with descriptor
The mark alone, for small sizes
Forest#1F3A2E
Covers, the portal
Paper#F4F1EA
Paper
Graphite#3B3B3B
Type, charts
Copper#A0623C
One line per chart
Display · SpectralAaQuarterly letter, autumn.
Text · IBM Plex SansAaHere is what changed in your portfolio this quarter, what we did, and why.
Quarterly letter, four pages
Quarterly letter, four pages.
Annual review book
Annual review book.
The family meeting
The family meeting.
Invitation to the annual meeting
Invitation to the annual meeting.
04 / Digital
The site, in use.
Home page.
Home page.
One page, one action.
The booking or enquiry, step by step.
One order, always

The portal and the letter show figures in the same sequence.

Family access

Each member sees what the family has agreed to share.

Letters, not reports

Four pages of plain English each quarter.

05 / Launch

Eighteen weeks, ending with the first quarterly letter in the new format.

Discover
Define
Identity
Reporting and portal
Launch
W1W5W9W13W17
  • LiveWebsite
  • LiveClient portal design
  • LiveQuarterly letter template
  • LiveAnnual review book
  • LiveStationery and business cards
  • LiveFamily meeting invitations
  • LivePresentation template
  • LiveEmail signatures
With us on the project
Identity, reporting, portal design
ASFARI
Portrait photography
Portrait photographer
Editing
Financial editor
Development
Portal developer
Printing
Fine printer
Bookbinding
Bookbinder
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