Simpson Wood is one of Yorkshire’s leading accountancy and financial planning firms. Based in Huddersfield, with offices in Leeds, they were founded in 1880. They work with both business and individuals helping them make the most of their finances.
They came to Paladin for a rebrand, one that would communicate their services, personality and ambition. Having retained their logo since 1980s, it was felt that time had moved on and they needed something that better reflected who they were and appealed more to their customers.
After a Deep Dive session, we came to fully understand Simpson Wood and developed a brand strategy.
Instead of focusing on the services and financial advice, we focused on their result; what the advice means for clients.
We developed the strapline ‘Financial Freedom’ and this became one of the core tenets of the brand. We used imagery to illustrate this: people enjoying their lives, rather than being bogged down by financial worries and paperwork.
Their point of differentiation being the in-house knowledge of both business and personal finance. This led us to develop the Synergy device that illustrates their overlapping services / audiences and their close relationships with clients.
We chose distinctive colours that reflect the original Simpson Wood blue and green to illustrate freedom.
We rolled the new brand out across a new website, new marketing brochures, social media, building signage and video.
The brand was revealed by Simpson Wood at the John Smith’s Stadium. It gives us a solid foundation on which to begin growing their business through marketing.