Active Chartered Financial Planners

Bringing clarity to financial advisors

Client

Active CFP

Project

The Active rebrand

Services

Brand strategy, Brand identity, Brand story, Design, 3D visualisation, Copywriting, Web, Interior design

Sector

Finance

Bringing clarity to financial advisors

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.

Background

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 clarity to financial advisors

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.

Active Brand Identity

The Active Spirit

Active empowers clients with crystal clear, unbiased, expert advice, wrapped in a warm, personal approach. This is how the Active Spirit was born, a dynamic visual representation of the ethos that makes Active so special. Visualising this all-important 'feeling' that clients get from dealing with Active allowed us to create a brand element that felt iconic, sophisticated and uniquely relevant to them. The Active Spirit was visually researched at the National Glass Centre, where the team captured fluid glowing glass being removed from a 1000 degree furnace. Using these observations the Active Spirit was modelled and animated in-house at Better’s studio

Active Spirit - Orange
Active Spirit
Active Spirit Grey
“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

Active Brochure
Active Brochure Detail
Active Brochure Detail - Clarity
Brochure with Hand

A revitalised colour palette pushed blues till they pop and gave reds a golden glow.

Active Brochure Spread
Active Website
Advert Poster in Street
Active Brand Advert In Street Billboard
Active Brochure Brochure
Active Brand Guidelines
Active Brand Office Wall

Active interior design created in collaboration with Coccoon & Bauer.

Active Office
Active Brand on Glass
Active Office Identity with lights