Equilibrium unveils new brand identity and website following name change
Equilibrium Financial Planning, the wealth management firm based in Cheshire, has revealed the results of its comprehensive rebrand following its change in name from Equilibrium Asset Management. The rebrand, which involves a fresh brand identity, new website and logo update, was carried out by Manchester-based creative agency BGN and took eight months from conception to launch. Colin Lawson, who founded the company in 1995, said: “I’ve steered Equilibrium through many periods over the years, but this one feels the most exciting. We’ve homed in a lot on what our purpose is and that’s brought with it some brilliant results. I feel as though we now have the collective mindset in place as a team which will enable us to raise the bar even higher and continue to evolve. “It’s great that we now have a visual identity as a brand which is reflective of where we’re at as a business, what we stand for and where we aim to be – Cheshire’s most trusted financial advice firm. “We were keen that our commitment to simplifying the complex for our customers was apparent, and the team at BGN has done a great job of capturing that. Our new ‘look and feel’ is in keeping with the personality of the firm and will be a great representation of us as a team as we accelerate through this next period of growth.” BGN’s client services director, Paul Bailey, said: “When we were introduced to Equilibrium, we saw a brand with great potential to grow, a business that was already successful but could be even more so with the implementation of the correct brand strategy and accompanying visual identity. “We found Equilibrium’s core purpose of ‘making people’s lives better’ really compelling, and so we wanted to bring this notion to the fore and make it shine through with our end result. “We got to know the team and the business very well throughout the process and felt as though we ingrained ourselves into their culture and team ethos. This collaborative approach helped massively, as it heavily informed the tone of voice we helped craft and what the collateral ultimately ended up looking like. “It was important to us to get across the quality and prestige associated with the brand, whilst also bringing its brilliant culture and values front and centre. It’s been a fantastic project to be involved with, and we’re very happy with the finished product.” Equilibrium has launched a new website as part of the brand review, with agency co-founder David Newton acting as creative director on the project and Luke Moody leading on web development. This follows the launch of Equilibrium’s dedicated recruitment website in April last year, which spotlights its unique company culture and employee engagement strategy. The brand refresh comes following a period of exponential growth for the company, which has seen it win awards including The Sunday Times’ Best Small Companies to Work For. Earlier this year, it also announced that it had hit £1bn AUM for the first time in its history. Furthermore, Equilibrium recently reported record turnover levels, increased headcount and also revealed that it had netted more year-to-date assets by April 2020 than it did throughout its entire previous fiscal year. Equilibrium is headquartered in Cheshire, with an additional office in Chester. The company was founded by Colin Lawson in 1995, and headcount currently sits at almost 90.
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