Bringing a warm spirit to financial advice
Client
Active CFP
Project
The Active Rebrand
Services
Sectors
The Brief
Five years on from their initial brand development, Active had matured and seen their client base evolve with that growth. Their previous brand had been instrumental in building recognition and reputation, now they wanted to stay ahead of the curve and refresh to attract the next tier of clients.
From humble beginnings, almost twenty years ago, Active is now regarded as one of the region’s leading firms of Independent Chartered Financial Planners. Their Head Office in Tees Valley covers the North East and Yorkshire regions; making them one of the largest independent firms to serve the area.
The Solution
Clients trust Active to be expert, honest but also warm and approachable so the brand needed balance feeling with a more established, more premium style.
The ‘Active Spirit’ was introduced, designed as part of the new brand to embody the ethos of transparency and warmth alongside the clarity and confidence they bring to financial decisions.
This new energy was further expressed through an evolved and vibrant colour palette, cleaner more sophisticated typography and a reimagined logo that echoed the Active spirit.
Bringing a warm spirit to financial advice
The Brief
Five years on from their initial brand development, Active had matured and seen their client base evolve with that growth. Their previous brand had been instrumental in building recognition and reputation, now they wanted to stay ahead of the curve and refresh to attract the next tier of clients.
From humble beginnings, almost twenty years ago, Active is now regarded as one of the region’s leading firms of Independent Chartered Financial Planners. Their Head Office in Tees Valley covers the North East and Yorkshire regions; making them one of the largest independent firms to serve the area.
Five years on from their initial brand development, Active had matured and seen their client base evolve with that growth. Their previous brand had been instrumental in building recognition and reputation, now they wanted to stay ahead of the curve and refresh to attract the next tier of clients.
Clients trust Active to be expert, honest but also warm and approachable so the brand needed balance feeling with a more established, more premium style.
The ‘Active Spirit’ was introduced, designed as part of the new brand to embody the ethos of transparency and warmth alongside the clarity and confidence they bring to financial decisions.
This new energy was further expressed through an evolved and vibrant colour palette, cleaner more sophisticated typography and a reimagined logo that echoed the Active spirit.
The Active Spirit
“Having decided that our firm was in need of modernising its identity, there was only the Better team and the BetterBrandBuilder™ process that we would have chosen. Knowing of their work for many years, the trust that developed was invaluable to us for the project. Working in a highly regulated industry, this threw up many challenges not dealt with before. Rather than being daunted, the Better team became excited and took it all in their stride throughout the entire process. The end result being a new look, feel and excitement that was way beyond what we were expecting. Feedback from external parties has also been excellent, with most now saying the new brand accurately reflects the firm we have become.”
Karl Pemberton
Managing Director, Active Chartered Financial Services
