Ascot Lloyd is a provider of financial advice to individuals and businesses across the UK. They have in excess of £8bn funds under management, 17+ offices and 130+ advisers. They are a force to be reckoned with. PLOTT have worked with Ascot Lloyd since they merged with Bell Penny in 2017 and we’ve watched them grow through further acquisitions. Adviser and client retention was crucial during this period.
Ascot Lloyd has large-scale expansion ambitions, and so they briefed us to revisit the Ascot Lloyd brand identity and deliver a compelling client proposition. Financial advice is in high demand, so they were looking for a nationwide brand with a personal, local feel; one that appealed to a younger, more diverse audience. Building a strong, cohesive brand was going to be key to reaching growth targets and nurturing new talent.
We wanted financial advice to feel less daunting and more accessible. With their range of service proposition options, Ascot Lloyd wanted to attract a broader client base, including the next generation of clients who may not want the traditional face-to-face service. We worked alongside two other specialist agencies and the internal team, to profile Ascot Lloyd’s target clients. Then, we focused on recognising clients as individuals, each with their own unique story. From starting out, through career progression and into retirement, we looked at the ‘big life moments’ and started brand-building from there.
We sourced a suite of photography, including individuals at various life stages. We wanted to create an instant connection with the audience, showing insight into their lives and building trust with potential clients. Complementary lifestyle imagery showed clients enjoying the results of Ascot Lloyd’s advice. The refreshed branding has now been rolled out to create a variety of regular client communications around service propositions, as well as brochures, email campaigns and conference materials.