Proud to Present: a high flying brand for Lothbury Wealth Management

Eager to prove that financial brands don't need to all look the same - and most certainly don't need to be boring - Lothbury hired Ditto to re-imagine their brand identity. Here's their story...

Lothbury are a busy and successful wealth management firm based in London, who are becoming an increasingly popular choice with high net worth individuals. Thanks to their collaborative approach, unique skills and unrivalled knowledge of the industry, Lothbury operate from a position of strength and win the majority of business from personal recommendation. A small team of highly specialist experts, they embrace individuality and encourage free thinking. 

As the business has evolved, there's a real need to hone the brand message and put Lothbury on the map as the go-to firm for those who require an enhanced service and financial perspective that’s not available elsewhere. 

The season personality

The two seasons which best represent Lothbury are Winter and Autumn. Winter is the season which matches Lothbury’s brand personality best; disciplined, driven and expert, Winter personalities are specialist and visionary, and successful. They have the ability to see the big picture and drop down to the fine detail. Decisive and uncompromising, they expect high standards of themselves and those around them. Winter personalities love simplicity and will always get the job done with minimal fuss and maximum impact. 

While Winter is high flying and strong, Autumn personalities are hardworking, passionate and down to earth. Integrity rates highly to the autumn personality; they are honest, authentic and won’t let you down. There’s a strength and warmth to the autumn personality that resonates with the Lothbury brand. Autumn personalities are known for having a slightly rebellious streak and like to challenge established norms, making their own rules rather than following everyone else’s.

The brand

The overall mood is one of strength and exclusivity. Refined and robust, this brand is grounded enough not to scare clients off, but has a boldness to it which makes it feel individual and unexpected for a financial brand. Inspired by Tony’s hobby, there’s a subtle nod towards the nautical which adds personality and meaning. These elements hint towards navigation and plotting a course which we feel sums up Lothburys' work really well. 

Patterns range from geometric, energetic and solid lines to a more natural pattern reminiscent of leather, which provides warmth. Typography is clean and unfussy but robust and characterful. This is contrasted against serif fonts with an established, almost heritage feel to them. 

Use of colour is minimal but intentional. We find that brands who adopt a minimal colour palette have a greater sense of confidence to them, which is exactly what we’ve aimed for here. Charcoal grey is strong, elegant and a softer alternative to black as a base colour for the brand. Deep navy blue is intelligent, trustworthy and balanced. Citrus is uplifting, energising and rebellious. Metallic silver provides the glint you’d associate with a premium brand, but feels more refined and enduring than gold.