AJB Wealth

AJB Wealth has been serving clients for more than forty years, originally as AJB Asset Management. With a strong international reputation built through work with expatriates in Africa, the business had grown steadily. But after a change of leadership, with Paul Willans stepping in as Managing Director, it was time to shift focus back to the UK.

That transition highlighted a bigger challenge. The brand felt outdated, the website was a relic, and neither reflected the personality, modernity, or clarity of the firm today. Paul wanted a partner who could bring new energy to the brand while preserving its heritage, and he came to PLOTT.

Begin at the beginning, as always with our brand workshop, diving into the AJB story, values, and ambitions. It was here that the decision was made to evolve the name to AJB Wealth. It’s shorter obviously, but also clearer and easier to remember. From that point, the project became a full rebrand.

Our creative team pushed the identity further than Paul had first imagined. The new logo, colour palette and typography feel modern and confident, while still nodding to AJB’s long-standing reputation. Photography played a key role too. We sourced and briefed a local photographer to capture Paul and Nicky, bringing a sense of warmth and personality into the brand.

We also defined AJB’s new brand positioning and wrote the content that would carry it forward. At its heart sits the new strapline, ‘Invested in you’. It’s a simple, powerful way of expressing their role as an experienced guide for their clients’ financial futures. To ensure consistency across every touchpoint, we also created a brand toolkit, giving AJB the guidance they need to develop collateral in line with the new identity.

The new website was just as important as the rebrand. The old site was dated, uninspiring, and far too text-heavy. It didn’t do justice to the quality of the business or the expertise of its people.

We built a sleek, high-performance WordPress site that is faster, more secure, and optimised for search. But more importantly, it feels welcoming and easy to use. The design showcases AJB’s people and story, while the copy communicates trust, quality, and authority in a clear, approachable voice.

It’s a platform that not only reflects who AJB are today, but supports their ambition to grow their UK client base for years to come.