Proud to Present: a strong and purposeful brand for The Fundamental Group
The Fundamental Group is a leading boutique financial firm, providing specialist wealth advice to clients across the UK. For them, financial planning is about more than just the numbers – it’s about designing the future in advance, and planning their finances strategically as a means to get there.
The most valuable part of what they offer is the consultancy element: taking the time to really get to know their clients and understand what motivates them – because by understanding the purpose of your work together, they can aim towards a definite outcome. As a company, they passionately believe that the product-led approach of many wealth advisors is inappropriate and something they’d hate to be on the wrong end of, and strive to be as different from that as they possibly can. You'll know by now that we LOVE a business with enough balls to do things differently, so this project was right up our street!
Over the last couple of years their business had evolved significantly and they approached us in the midst of a real growth phase - they had gained more qualifications, more clients and better clarity on where they wanted to take their business in the future. They approached Ditto for a new business name, a new visual identity, a new website and a new message to take them into the next phase and beyond.
Colour Psychology Season Personality
The seasons which best represent The Fundamental Group are Autumn, with Winter as a supporting subordinate.
Autumn personalities love to delve. Eternally interested by people, they love to look beyond the superficial to enquire and analyse. They’re highly independent and love to challenge convention. They have a strong sense of justice and a keen moral compass. They’re practical, pragmatic and hard working. Substance, authenticity and integrity is incredibly important to them. They’re lifelong learners and have a pioneering attitude; whatever they do, they pursue with vigour and really throw themselves into their latest endeavour.
Winter personalities are realistic, self assured and reliable. They’re grounded, intelligent and ambitious characters who make things done with the minimum amount of fuss. There’s a sense of precision, drama and flair to the Winter personality; they have a definite presence to them. Winter personalities are almost always at the top of their game (or are on their way there) and their status commands respect.
Whilst the enquiring nature of the Autumn personality digs deep to gather information, it’s the Winter personality who distils it into a clear and confident plan that’s expertly delivered.
This brand has waaaay more character than your average financial firm - which is fitting, because The Fundamental Group is so much more than an average firm. As much as this process has been about creating a gorgeous new brand, it's been about reconnecting Craig and Kasia with what really matters in their business and giving them a good dose of confidence to really own it. To be unshakeable in their certainty about what makes them so brilliant and have the guts to be themselves. And I know as much as the next person that if you've been running a business that's spent years trying to please the whole world, stepping away from that and reconnecting with what truly makes your brand unique is a big, big step. It requires real guts, a bit of soul searching and courage.
Once the brand was in place we got straight to work with their website, which we created in Squarespace. As always this was a team effort; Craig drafted the content which i edited and developed to add in the detail and personality that as business owners, we really seem to struggle with. Very wisely, Craig invested in a brand photoshoot with the fabulous Maria Assia which produced amaaaazing results! They spent an awful lot of time finding the right venue - so worthwhile as South Lodge was the perfect backdrop for their brand. I recommended Maria as I knew her style would match theirs perfectly and she didn't disappoint - these images have exactly the right balance of depth, humour and personality that I so badly wanted for this brand.
Fancy seeing more? The Fundamental Group's new website is now live - click here and have a nose!