The Brief

Garth Thompson Wealth Management expanded to become a senior partner practice of St. James’s Place Wealth Management and took the opportunity to re-brand with a new trading name.

We came highly recommended by an existing SJP client and were delighted to take on the project. An initial video conference brought us the client’s aims and objectives for the re-brand and a proposal was drafted up to outline the work.

Logo design as always was first on the list with supporting branding assets, colour palettes and a fresh new brochure design to showcase the new identity. Digital assets such as motion graphics and a suite of social media graphics were also high on the list.

Our Approach

The firm wished to be perceived as a modern, approachable family orientated business who provide professional financial services with a personal touch.

The new brand would need to reflect this. It would be a fresh new image to attract a young generation of individuals wishing to invest in their future while not alienating their current client base.

The design was lead from the chosen name of Emerald Associates. Born from a collective idea from the client’s team to reflect the exciting future growth of the business, it was highlighted as the favourite due to the similarities between the gemstone and the firm’s core values. Clarity, detail and an overall note to wealth worked well with the name but their personal approach needed to be conveyed simultaneously.

Friendly advice on financial growth along with their belief that it is important to think ‘green’ and being a more purposeful financial planning company, which is mindful of the environment, the communities and world in which they operate.

This meant that the brand image would be split between the two elements and the final logo mirrored both. Forming the outline of a gemstone, the design brought together a vibrant, blue-green emerald with a rich leaf to form the main icon of the firm. The ‘Lapide’ as it’s now known, from the latin word for gemstone, is underlaid with the brand name using a clean, sans-serif typeface to reflect the modern image.