Refreshed visual identity and marketing site redesign for leading wealth management experts
Brand Design, Information Architecture, Interactive Prototyping, Responsive Design, Stakeholder Research, Usability Testing, User Experience Design, User Journey Mapping, User Research, Visual Design, Wireframing.
Following the acquisition of financial planning firm Towry, Tilney wanted to reflect the enhanced proposition through a lighter, brighter visual identity and full marketing website redesign.
The acquisition created one of the largest wealth management firms in the country and they wanted a brand refresh to cater for the enlarged target audience and help them market their combined services more effectively.
The Tilney brand had only recently been redesigned so they asked Vector to evolve the visual identity instead of undertaking a wholesale rebrand. This also gave Tilney an opportunity to incorporate internal and external feedback on the previous brand and make adjustments accordingly.
Overwhelmingly they felt there was a need to brighten the feel of the site whilst still keeping key aspects of the brand i.e. the logo, typeface and core colour palette.
Research & planning
The marketing site redesign presented an opportunity to reassess the information architecture in order to target key potential customers through 2 types of content pages – 1. geared towards specific professions such as lawyers and NHS professionals and, 2. focussed on specific investment goals such as saving for children or inheritance.
Through feedback and workshop sessions we were able to gain valuable insight into what customers felt about the current Tilney brand and also what stakeholders thought the key areas of focus should be for the redesign.
As most key brand elements would remain, the challenge was how to change the look of the marketing site without introducing a whole new colour scheme or type style.
We focussed on using the brighter, lighter shades from the original palette and combining them with strong, colourful imagery as well as introducing more white space and neutral backgrounds to encourage the target audience to focus on the content.
Where needed, additional secondary colours were also introduced creating an engaging experience which still kept within the boundaries of the original brand but provided sufficient enhancement to appeal to a wider audience.
Tilney saw increases in key engagement metrics such as bounce rates, average time on page and pages per visit and crucially many more online enquiries in the months after the launch.
We loved working with Vector. Rebranding our small business was a huge undertaking: high risk, high emotion but they guided us through with empathy, expertise, patience and creativity. We're so happy with the finished product.”
Jonathan BullCEO, EmailOctopus
We thoroughly enjoyed working with Vector. Sanjay and his team understood our brief and business and designed a gorgeous website that has exceeded our expectations”
Peter SpringDirector of Learning and Development, City Academy
We really enjoyed working with the Vector team - their process quickly established the goals and requirements of the project before they worked within our existing brand to deliver a fantastic refresh of Canopoy's marketing website.”