The Heritage Partnership
Building a lasting legacy
The Heritage Partnership
WEALTH MANAGEMENT
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CLIENT
The Heritage Partnership
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The Heritage Partnership is a wealth management practice with more than 30 years of combined financial advisory experience serving affluent, high net worth individuals, trustees and businesses. They are a partner practice of St. James’s Place Wealth Management, a UK FTSE 100 company which is one of the largest wealth management companies serving the local and expatriate communities in Asia.
The scope involved aligning the firm’s vision, the development of a new logo and visual language, brand strategy and positioning, messaging, and verbal identity.
The identity captures the firm’s four unique pillars: Personal, Proactive, Principled & Posterity—identified through a brand audit and internal discussions with the founding partners. The surrounding letters forms a motif and is held firmly by the letter ‘H’ (Heritage), the monogram is in itself a symbol of intelligence and trust. The tagline ‘Building a last legacy with you‘ was developed to reinforce their positioning. In support of the new design system that consists of detailed and practical usages, a creative direction was developed and employed for the brand’s photographic needs. We emphasised natural light, spontaneity and authenticity in the image library and steered away from images that captured materialistic things or illuminating an ostentatious lifestyle that is most often than not stereotyped with the affluent.
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SCOPE
Creative Direction
Brand Strategy
Brand Positioning
Content Structuring
Copywriting
Ideation
Identity concept & creation
Typographer
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