The financial wealth founder had built his firm over decades and named it after himself. As he began planning his exit, it became clear that the brand was too tied to him personally, not to the team or the business.

A rebrand wasn't optional. They needed a new name, a new identity, and a positioning that could exist without him.

They also wanted to use this as an opportunity to do something different. Not the safe route.

When we started working with them, we ran a competitive and industry audit. The pattern across the industry was hard to ignore. The same images of retired couples looking over mountaintops and men in business suits shaking hands. The same promise of “we put you first” and “we’ll put you on a path of future success”.

The firm needed to detach from the founder's name — but it also had a real opportunity to be a distruptor in a category where almost no one was differentiating.

Before our positioning workshop, we sent pre-questionnaires to everyone on the team. The responses were all over the place, the team had no shared language around what the brand stood for.

In the workshop, we went fully offline. No computers, no phones, no AI. The team used each other as the starting point to work out how they want to be perceived, who they want to help, and what makes them different.

Their differentiators and positioning came directly out of that session.

The firm launched with a new name, a new visual identity, and a repositioned offer. They're now standing out in a saturated market as an approachable, modern brand rather than another expected, corporate one.

• New name that belongs to the team, not the founder

• Purple visual identity that looks nothing like a traditional wealth firm

• A differentiated offer that gives clients a clear reason to choose them

• Full team alignment on what the brand stands for