Little By Little, One Travels Far.
After some back & forth with the GWM marketing team, we landed on the concept of 'Story Telling.' This allowed me to play with imagery that not only connected with their clientele, but also embodied the new name, Skybound.
GWM's dark, domineering & monochromatic palette of colours and imagery were binned. In their place I introduced a colour palette designed to be both luxurious & fresh.
Purple was the perfect choice because of its expensive history and royal connections. Combined with the other primary colours of gold & teal, the palette is designed to be strong and exclusive, with a feminine edge aimed at attracting clients of both genders, not just men aged 50+.
To go with these new brand colours, I introduced imagery full of life & colour, emphasising people, journeys and experiences. The goal is not only to create a connection, but also put their clients at ease. To show them a peaceful life of rest and relaxation is possible if they invest with Skybound Wealth Management.
Primary Colours
Secondary Colours
The logo was probably one of the last pieces of the puzzle to fall into place. Ideas ranging from purely typographic concepts to complex line illustrations were all explored, but it was a simple circular icon that eventually made the cut.
The chosen icon takes visual cues from the logo of their new parent company, Skybound Capital. The circular body is a reference to the company's international offices, while the 'swooshes' as they have become known, are meant to represent their clients journeys around the globe. This is just one element of a multi-functional logo system that has the ability to be scaled up and down as needed, via a choice of logo lockups and drops.
Alongside the imagery, colours and logo, new design elements were created, all with links to flight, birds & the sky. Feather patterns used to add texture and luxury to page layouts. Patterns of dots mimicing the look of bird murmurations are used to add interest and brand recognition when photographic imagery is not appropriate.
All of these changes to the visual identity and tone of voice were designed to embody the new mission statement. The new owners wanted to switch focus to the client, making sure that all financial advice was given with the goal of making their lives better.
