Macbeth

Macbeth is a successful family business with more than 30 years behind them. Over that time, they’ve grown into one of the leading insurance brokers and financial advisers in the Thames Valley.

When Macbeth appointed a new head of marketing they came straight to us for their brand refresh. Mille, the new marketing lead, was someone we’d worked with before. She knew PLOTT understood professional services, and would evolve their brand and website for the challenges of the future.

Competition in their sector has never been stronger, and Macbeth recognised that their identity didn’t match the quality of their team or the breadth of their services. The brand felt dated. The website didn’t reflect the warmth and reassurance of a people-first culture.

In the brand workshop we discovered that Macbeth’s story is about people, relationships, and trust. That understanding shaped every creative decision. To help visualise and re-enforce what we learned in the workshop we invited artist and friend Sabina Gran to join us. Sabina captures our thoughts in real-time, drawing while we talk, and the resulting live graphic recording is amazing. The perfect artwork to hang in your office.

We developed a refreshed identity and a new strapline, based on the concept of protecting your world, ‘Risk less’. It’s perfectly concise, and it all comes together with the graphic mark on the people-first images. That of the Macbeth logo protecting them invisibly.

The logo was evolved rather than replaced, it’s modern and vibrant but still nods to Macbeth’s heritage. We captured this thinking in a powerful brand launch video, perfectly showing the journey we all went on to create the new brand. We’ve since carried the identity through brochures, campaign one-pagers, banners, and internal branding.

We’ve since carried the identity through brochures, campaign one-pagers, banners, and internal branding. And our live graphic recording from the workshop now hangs in their office as a reminder of the values behind the brand.

Increased clarity and depth, and a website designed for growth
The new website was a vital part of the rebrand. It needed to be better designed, faster, and built on stronger technical foundations. More importantly, it had to serve Macbeth’s clients more effectively.

We restructured the navigation to make it clear and intuitive, splitting services into Business, Personal, and Financial categories, while giving space to specialist insurance sectors. An expanded About Us section brings more of the people and story to the forefront. The new Insights blog helps clients access timely expertise and supports SEO in the process.

Under the hood, the site was built with SEO hierarchy in mind and optimised for speed, accessibility and security. It’s a platform designed to grow with the business.