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Brand identity for a digital wealth platform that provides excellent personal service and tech support for advisers.

We worked with Wealthtime on a brand identity that captures the platform’s people first approach. The project encompasses brand strategy, positioning and messaging,
as well as the redesign of the WT website, newsletters, social media assets, and other brand applications.

Before starting on the visual identity, we worked with WT on developing brand strategy and positioning that would set it apart as the digital platform designed specifically for advisers. The team developed a brand manifesto that emphasises the platform’s role as the leading tech platform with the best service for advisers, “The best advice deserves exceptional service” and messaging that highlights the core themes of seamless, always-on access and service.

The branding is confident, modern and digital first, conveying WT’s unrivalled wealth platform expertise. Rounded data shapes are reflected in the identity, which centres on a monogram that is organic, digital and minimalist. Wealthtime’s previous logotype featured a serif monogram, a treatment that had become dated in the Fintech space.

The new identity makes use of the colon between the hours and minutes on a clock, the dots fill in the space between the stylised “w” and “t” visualising the smooth transfer of information into a monogram. The two dots in the logo stand for time. Both in the word Wealthtime and the time saving effiency of the platform.

Outside the logo, the dots and elongated dash of the “t” can be used to create simple graphic assets, patterns and icons that allude to the frictionless transfer of data and fluid movement of information.

Brand typography is set in FS Untitled. The identity introduces a bright and contemporary colour palette based on the native digital colours RGB. The seafoam and electric blue move the brand beyond the standard blues ubiquitous in fintech branding.

The identity has a flexibility across an array of applications. As part of the new look, the designers developed new guidelines, a website and social assets.