Digital transformation and brand identity for WPS Advisory
WPS Advisory (formerly Workplace Solutions) is a firm of independent financial advisors. They believe passionately in empowering people to make informed financial decisions and in giving genuinely impartial advice. The company works in the corporate space, giving its members advice on a wealth of financial topics including guidance on saving for the future. Following their renaming, they were looking for a new identity that would successfully establish their position in the marketplace and widen their service to include consumers as well as businesses.
This project had a number of elements to it including brand creation and positioning, tone of voice, a refresh of all B2B and B2C communication materials and a new website.
Our initial challenge was to develop the company’s value proposition and establish a new consumer-facing look and feel which was distinctive, credible and consistent across all channels.
One of the first steps we took was an immersive brand workshop, which we hosted with our creative and digital team and key stakeholders from WPS Advisory. This interactive session gave the team the opportunity to review and discuss the company’s core values and principles: helping people, passionate about what they do, working for everybody and simple communication. It also defined the brand voice and personality.
Following the workshop, we developed the new brand mark and
We also collaborated with stakeholders to position the brand internally, creating colour palette along with brand guidelines (including application across web, stationary and employer/employee communication materials), customer personas and a suite of key messages, which could be distributed across online and offline platforms. behavioural guidelines which could be called upon by employees of WPS Advisory to ensure consistency of message throughout every customer touchpoint. We then brought this all to life with the website. Our development team assessed original web assets and the company’s digital offering and drew up wireframes with the overall goal of improving the user experience. The website includes a new and improved nav, clear messaging explaining the WPS Advisory process (in language that people can relate to), and a stronger visual identity that gives customers a sense of WPS Advisory's values and what drives them.
The new brand and consumer communications programme has helped WPS Advisory differentiate itself from competitors in the market and has helped them target their service to consumers for the first time ever (as opposed to just corporates). The team has also reported that customer engagement with their services has increased, with higher take-up from employees who are offered paid-for advice. We’re now set for stage two of our strategy, which will focus on the development of website functionality and online tools that will help client pension scheme members’ identify their financial goals based on personal behavioural guidelines. Watch this space...