City stockbrokers open up for new audiences | Charles Stanley

The challenge
Charles Stanley have been operating as stockbrokers in the City for the wealthy since 1852. With increased competition, a wider wealth management offering and a younger demographic than traditionally been the case, Charles Stanley were looking for an evolved communications approach that made clear their special appeal to new audiences.

The thinking
After many internal interviews plus some objective outside opinions and relevant customer research, we all realised that the human, man-made part of the Charles Stanley was a fundamental part of the company ethos, behaviour and service based business model.

We translated this as 'made for you' and then brought this to life with original photography that celebrated British companies with a human intervention in the design and build process. This device plus a more contemporary premium logotype and colour palette resulted in a general overhaul of the entire companies communications approach.

The outcome
Charles Stanley have gone from strength to strength both in terms of recent financial results as well as a growing reputation for fantastic service in the wealth management sector.