How do you master the intricacies of financial services, rebrand a business and launch two interconnected websites simultaneously?
To get a comprehensive understanding of this multi-faceted business, we ran two workstreams simultaneously and collaboratively. Our brand specialists interviewed senior executives and focused on uncovering the essence of Heartwood's investment process. In the meantime, our digital team began untangling user journeys on the existing website.
The brand team soon settled upon a simple, intuitive idea of 'Clear Thinking'. This was an instinctive recognition of how difficult it is to maintain a straightforward approach in ever-changing financial markets. The narrative would be reinforced with a bold visual treatment to help Heartwood stand out from the crowd.
Our process ultimately led us to a 'digital estate' approach, where different user needs were served in different places. This was realised by creating separate, branded websites for Heartwood Investment Management and Handelsbanken Wealth Management.
Segmentation was kept within the core website to a minimum and limiting investment literature that requires protection behind a disclaimer.
A dedicated section for IFAs was created, which recognises that they need to understand the Heartwood story from a different perspective to clients and prospective clients. We developed a password-protected login area for Partner Firms, which allows Heartwood to deliver a more bespoke online service aligned to their premium brand positioning.
This allows documents, videos and team members to be published to multiple locations across the digital estate (including the Handelsbanken Wealth Management site) from a single interface.