Shackleton wanted to do things differently by establishing a single, values-driven, nationwide IFA brand – one which can offer consistent, independent advice centred on client need. In other words, they wanted to become ‘Britain’s financial adviser’.

Based on customer insights from focus groups. The brand was then originated - identity, messaging, tone of voice and guidelines. Along with the website, social and e-CRM activity, brochures and brand collateral – including signage, letterheads and document templates.

The company is growing rapidly and the cohesive and compelling brand created has been key to this.