ABOUT

Established in 2006, Galleon Wealth Management have successfully grown to establish a well capitalised business, offering a range of services from investments to pensions. As a result of their success they were looking to raise their profile and make the step of growing the business and its client base. I was tasked with building a brand that could enable this transition more effectively and enable this ambitious company to develop with a brand identity that reflected their own ambitions.

The incumbent Galleon Wealth Management identity was created as part of a business package and unfortunately had several inherent and deep routed issues. The logo featured an heraldic lion set inside a circular holding shape with the company name arranged around the outer. Not only did the symbol have no bearing on the name at all, its format was completely wrong for this type of business - leading to further issues of legibility in any application it appeared within. There was a clear opportunity to develop the identity into something that worked much more successfully and effectively at all brand touch points and conveyed a stronger message around what the business stood for. A simpler, more relevant solution was required.

In order to effectively communicate a businesses values and vision it's imperative to get under the skin and research any potential links which could lead to creative avenues. In this case what could be learned from the galleon itself and how could it be aligned to wealth management. There were interesting cross over’s between the galleon and the concept of wealth management which could be investigated within the brand. Values such as trust, security, stability, trading, wealth and navigation could all apply to both a galleon and wealth management and served as a platform on which to build the brand.

A strapline was needed to make the connection clearer between the name and the nature of the business, whilst also conveying a sense of trust and assurance to all potential clients that their hard earned money is in very safe and capable hands.

Inspired by the old half penny coin, the chosen logo concept features a distinctive galleon sailing within a circular shape. The symbol acts as a graphic representation of a coin or medallion - a symbol of wealth. As a result, this concept effectively links the two aspects of the name neatly together - the galleon and wealth management.

The symbol sits alongside a bold and confident custom drawn typographic wordmark, which adds clarity and legibility to the identity. The logo is fully flexible, and has been designed to work in a series of configurations to ensure it retains its impact on everything from a pen to a sign panel.

The imagery style uses immersive images of reflections as a distinctive and eyecatching solution to expected imagery for this sector. It's a theme with plenty of opportunity for flexibility and creative license whilst still providing a strong link to water and the Galleon positioning statement.

The brand images and confident tone of voice were then used on all branded communications to reinforce the Galleon message and creating a distinctive and thought provoking visual look and feel to all applications.

While results of the rebrand are yet to be established, everyone at Galleon Wealth Management have been thrilled with the new brand and the new direction the brand is now set on. Early indications are an increase in enquiries and new business which can only lead to increased profitability and growth in the future.