Ascot Lloyd

With more than £11bn in assets under management, 57,000 clients, and 130+ advisers across 17 offices, Ascot Lloyd is a force to be reckoned with. Since 2017 they’ve completed over 40 acquisitions, becoming one of the UK’s largest independent financial advice firms.

We’ve been working with Ascot Lloyd since their early days of expansion, supporting them through each stage of growth. Adviser and client retention was crucial during this period, and the brand needed to keep pace with the business. When the time came to refresh their identity, we were briefed to help roll it out consistently across every division — advice, private wealth, and investment management.

The brand identity refresh focussed on modernising the look and feel while honouring Ascot Lloyd’s heritage. Our role was to take that new identity and bring it to life across the practical assets clients and advisers use every day. We helped embed their strapline, ‘Understand where you stand,’ across their client documentation, so that every interaction reinforced the same story.

From financial guides and advice packs to interactive forms, we reworked their suite of core documents. Each one needed to balance compliance with clarity, while also carrying the premium, approachable feel of the new brand. For private wealth in particular, the detail mattered: refined design choices, premium finishes, and layouts that spoke directly to a high-net-worth audience.

A key part of the creative execution was using Ascot Lloyd’s distinctive logo to insert bold, organic brand shapes as dynamic framing devices and overlays. These elements strengthened recognition and added depth and personality to communications. We also worked on the use of photography, moving away from generic financial-sector stock imagery. We combined authentic lifestyle shots with monochrome brand portraits, creating a warmer, more story-led style.

With brand guidelines still evolving, we worked in close coordination with Ascot Lloyd’s internal team through Basecamp, adapting in real time and ensuring a smooth rollout.

The result is a brand that feels consistent across all three divisions while reflecting the scale and ambition of the firm. For clients, it means clarity and reassurance. For advisers, tools they can be proud to share. And for Ascot Lloyd, a unified identity to support future growth.