Charles Stanley: Focusing on you



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 The current branding was generic, lacked energy and felt out of date and there was little to help audiences navigate the numerous reports and publications.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.



We developed the new proposition: “Focusing on you”. This would clearly express the firm’s customer-centric approach. It was used as the strapline and provided a creative platform for design and messaging. Use of language was critical in the rebrand. We introduced tone of voice guidelines to deliver a conversational energy and a more human persona. The hero in the creative scheme is the ‘kaleidoscope’, a graphical device inspired by the brand proposition. It is a play on the idea of ‘focus’ and Charles Stanley’s belief that every client is unique, just like the turn of a kaleidoscope.



“Frank, Bright & Abel’s initial assessment of what we needed and how to approach it was spot on. We are a complex organisation but they quickly got to grips with our needs. We are very happy with the overall solution.”

Isabella Seekings, Head of Marketing, Charles Stanley


Award wins

Transform Awards Europe 2017
Best visual identity from the financial services sector – Highly Commended

Find out more here.