Charles Stanley is an established wealth management and financial investment firm with a loyal client-base. It had decided to broaden and consolidate its role as wealth manager and needed to give prospects a reason to choose its services over its competitors. The current branding was generic, lacked energy and felt out of date and there was little to help audiences navigate the numerous reports and publications. The new CEO recognised that there was an opportunity to tell the new story in a more powerful narrative and bring it to life with a new visual identity. Our challenge was to build on the powerful strengths of its heritage and capture the firm’s difference in the context of this brave new world of financial services.