Strategic re-brand, website and campaign roll out to turn one of the South West’s leading Financial Service firms into a market leader. Despite being one of the top twenty five accountancy firms in the UK and with numerous awards under its belt, Old Mill had been something of a South West “best kept secret”. This highly ambitious firm wanted a new brand strategy to better reflect their front foot thinking, diverse client base and thriving internal culture in order to celebrate their individuality and attract like minded clients and staff.
Drawing on insight work from partners The Value Engineers, we were struck by the ambition of the company and the entrepreneurial spirit of the board who were keen to be pushed out of their comfort zone.
Building on Old Mill’s principles and values we created the ‘Financial experts, fuelling ambition’ manifesto. This celebrates the firm’s history, expertise and impact in the South West and highlights how that helps to fuel the growth of their wide range of ambitious clients.
A simple, direct, supportive, personal and professional tone of voice presents an authentic, believable agenda. This is reinforced by imagery guidelines that emphasise personal passions rather than hard finance, helping to confirm brand individuality, speak more directly to their client base and further enhance Old Mill’s unique position in the market.
Extensive UX / UI workshops with the board, heads of department and key personnel ensured that the complexity of the system wouldn’t swamp day-to-day usability. As a result a consistent user journey has been implemented to cater for new leads, existing clients and internal staff, as well as developing the Old Mill brand externally.
The website builds on the brand themes, placing emphasis on the passion and knowledge of the staff and the desire to go the extra mile for clients. A major part of the lead generation was designed to work with their bespoke CRM system, ensuring that this data pipeline is as streamlined as possible.
It was vital that the website became an integral part of their tool-kit, so that advisors could integrate it into their workflow as well as offer industry expertise and knowledge to drive prospective leads. Fully SEO-enhanced from the beginning of the project, the website’s tailored content integrated into the build to maximise SEO potential.
An ongoing digital strategy was implemented to enable Old Mill to evolve from its heavy reliance on print collateral into a digital-first approach, while maintaining the high level of quality content at all times.
During the web build and with full brand guidelines in place, we rolled out a significant amount of dynamic and engaging collateral.
This was kick-started with an internal brand launch at the Hauser & Wirth gallery in Bruton, and went on to encompass everything from a full stationary suite, workwear, car wraps, trade show marquees and trailers, through to internal documentation, digital marketing collateral and rolling quarterly magazines.
3D renders were produced to aid conversations around better workspace engineering, resulting in four buildings being transformed with the new branding.
An ongoing project to create colourful, informal, but professional staff photography; a bespoke image and video library (reducing the need for stock imagery); and a suite of case study videos and photography, will further enhance the brand resources available.
Having worked closely with staff across the firm throughout this process, the rebrand has been enthusiastically embraced by the Old Mill’s internal culture. We now enjoy a fully integrated working partnership with Old Mill, and are developing a large-scale marketing plan to ensure that the firm can build on this success.
Old Mill’s new brand, which has repositioned it as the regional market leader in financial services while strengthening relationships with new and existing clients, has received unanimous support and praise from the board. The firm’s Managing Director says he now feels confident that Old Mill is ready for the future.