Integrity365
Integrity365, a financial advice supergroup built on fairness, transparency and trust
Financial planning industry stalwart Chris Jelf had a bold idea: bring together some of the best financial planners in the country and form a supergroup. Integrity365 is ‘The Travelling Wilburys’ of finance. Created with a shared ethos to put people ahead of computers and offer a personalised service rooted in fairness, transparency and trust.
The name, Integrity365, reflects their values, including their commitment to clients every day of the year. In a sector dominated by consolidation and algorithms their ambition was to create an aspirational, luxury brand. A brand that would resonate with clients looking for something more personal. Well, that’s where PLOTT comes in.
Creating a brand that puts people before algorithms and positions Integrity365 as aspirational
Our task was to develop a brand identity and website to express Integrity365’s people-first approach without slipping into cliché. The team’s idea of an “Invitation Only Club” became central to the brand. It’s a signal of exclusivity, trust and high quality. We created a luxurious look and feel to match this positioning, while grounding the brand in honesty and accessibility.
We also delivered a full brand toolkit, produced a suite of high-end prospecting brochures, and a website that reflects the Integrity365 ethos. Some years after the initial launch we began working on ‘phase 2’ upgrades to the website. We integrated our custom page-builder to allow the team to manage the front-end of the website themselves. Now the Integrity365 team are able to keep the website the way they want it, with up to date information and new imagery.
Professional photography brings the team’s personality to the forefront, reinforcing the message that this is advice shaped by people, not machines. The result is a brand that feels modern, exclusive and enduring. A true reflection of their vision.
Project deliverables
Crafting a logo, visual identity and tone of voice that symbolises timeless values
As always every element was chosen with purpose. Like the name itself, the logo represents their commitment to integrity, 365 days a year. We also created a distinct icon to deliver instant standout across all communications.
The colour palette practically oozes wealth and exclusivity, while still feeling approachable. For imagery, we combined countryside and outdoor lifestyle photography with a suite of wood-engraved animal illustrations. Each engraving was chosen to symbolise one of Integrity365’s core values, with a nod to tradition, craftsmanship and heritage.
Together these elements define a brand that’s luxurious, timeless and forward-looking. Crucially, it gives Integrity365 the standout they need in a crowded financial services market.
“It was vital for us to stand out in an industry dominated by consolidation. With traditional values in a modern world, we needed to demonstrate a people-first approach; without any clichés. Having worked with PLOTT for a number of years, I know I can rely on them to think creatively and turn ideas into reality. The new brand has received phenomenal feedback from key industry players as well as our valued clients and employees. A highly professional team that I wouldn’t hesitate to recommend.”
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