Financial planning industry stalwart Chris Jelf had an idea; to form a supergroup of expert financial planners, and together, offer an industry-defining client experience. This new supergroup had a common goal and shared ethos; to put clients ahead of computers and offer a service that is truly personalised. From the founding principles of fairness, transparency and trust came the name: Integrity365.
We were tasked with developing a brand that put people before algorithms and positioned Integrity365 as the most aspirational choice for their client base. The exclusive “Invitation Only Club” is at the heart of their brand, so we felt a luxurious look was right for them. The new luxury finance brand reflects their high quality and gave us our starting point, using their rich history to tell a compelling story.
It was vital for us to stand out in an industry dominated by consolidation. With traditional values in a modern world, we needed to demonstrate a people-first approach; without any clichés. Having worked with PLOTT for a number of years, I know I can always rely on the team to think creatively and turn ideas into reality. The new brand has received phenomenal feedback from key industry players as well as our valued clients and employees. A highly professional team that I wouldn’t hesitate to recommend.
As with any identity, we explored a range of concepts. But their honesty, experience and heritage drew us towards the wood-engraved illustrations. The detail and craftsmanship of the animal engravings creates a luxurious and classic theme and we chose each of the animals to symbolise one of their core values. We then curated a suite of countryside, outdoor-adventure lifestyle images, that depict the pursuits of present and future generation clients.
Their Logotype represents the theme of time and their commitment to integrity, 365 days a year. It also gave us a distinct icon that could be used simply across all marketing collateral to give instant stand out. The colour palette oozes wealth and exclusivity and the tone of voice reinforces their unwavering conviction to the client. We also rolled out brand stationery and brochures, never compromising on the brand vision we’d created when it came to quality.
