Casterbridge: Brand Identity, UX Web Design and Photography
Wealth, made clear
Wealth management isn’t just about portfolios. It’s about people. It’s about trust. Their ambition was to reshape the investment industry, to strip away the jargon and complexity Casterbridge Wealth needed a brand that put people first. We built a brand to challenge a broken industry, transforming a typically opaque service into an empowering partnership.
Services
- Brand & Identity
- Development
- Photography
- Web Design
Industries
- Finance
The perfect guide for a complex journey
About the brand
For too long, the world of wealth management has been built on complexity, confusing fees, and advice that serves the institution, not the individual. It’s an old world, built for a reality that no longer exists. In Salisbury, Wiltshire, Casterbridge was built on a foundation of proactive guidance and open communication, ensuring every decision is informed and every goal is pursued with confidence.
While their service and expertise were exceptional, their outward brand identity didn’t fully reflect the modern, people-first firm they had become. Casterbridge came to us with a simple, radical ambition: to build a modern brand that’s full of empathy, transparent and reassuring.
From corporate to connected: a rebrand for a human-first future
We partnered with Casterbridge Wealth to deliver a complete brand and digital overhaul, covering everything from the core brand strategy and visual identity to the website, photography, and video. The mission was to build a brand that felt both authoritative and approachable, moving beyond the function of fund management to celebrate the trusted partnership at its heart.
The financial services industry is crowded with brands that feel impersonal, opaque, and intimidating. For many, engaging with an investment firm can feel like a necessary but nerve-wracking process. Our goal was simple: create a brand that builds an immediate emotional connection through clarity and warmth. The challenge was to design a comprehensive brand world that was flexible enough to stretch from fund fact-sheet to a full digital experience, embedding the firm’s values into every touchpoint and positioning them as a trustworthy, dependable guide.
Finding ‘Modern Heritage’ and confidence through clarity
Our strategy was inspired by Casterbridge’s unique ability to blend steadfast reliability with a personal touch. We positioned the brand as a source of quiet confidence and proactive guidance. The identity needed to reflect the firm’s heritage and expertise but in a way that felt fresh, open, and human.
We explored a few creative routes, collectively we were drawn to the idea of creating a modern classic. The strategy was simple, mix the brand’s established legacy with a fresh, personal feel. Using authentic imagery, classic serif typography, and a warm, vibrant colour palette we’re able to let the brand’s personality and people-first values shine through.
An inviting brand identity
Visual Identity
The visual identity is where the concept comes to life, giving Casterbridge Wealth a distinct and ownable look. We shifted Casterbridge from a quiet service provider to a vocal industry leader.
The new identity is built around a sophisticated wordmark that combines a traditional serif typeface with a contemporary flair. No abstract animals. No corporate crests. We created a bespoke wordmark that blends classic integrity with modern confidence. The sharp serifs give a nod to stability; the clean lines look to the future. The varying widths in the lettering add a subtle character, perfectly blending professionalism with personality.
The colour palette is optimistic, energetic, and alive. Deep green shades evoke a sense of heritage and reliability, while softened orange and blue accents inject vibrancy and modernity. This is complemented by a versatile typography system that is both elegant and highly readable. The primary serif font feels established and credible, while a clean sans-serif ensures clarity across all communications.
The building blocks of trust
To build a layered and flexible visual language, we developed a system of illustrations based on building blocks. These graphics symbolise the foundational aspects of wealth management; growth, progress, and stability, and are used across the brand in different ways, such as inverted block shapes that form arrows or bookmark-like motifs. This is all tied together by a new photography and video direction that puts the spotlight on the team, prioritising warm, genuine interactions that feel both professional and truly personal.
A digital home full of signposting and storytelling
The project’s centrepiece was a new website that would serve as the digital home for the refreshed brand. We broke the process down to focus on building a strong foundation, designing for the user, and bringing the new brand to life online.
The website’s structure needed to be simple and intuitive. We started with the user journey and information architecture, mapping out how different people would use the site. Simplifying the sitemap and creating clear signposts for Casterbridge’s core audiences, individual clients and financial advisers, so they could find exactly what they needed, quickly.
Easy to build and simple to scale
We built the new site on WordPress, giving the Casterbridge team a powerful and familiar platform to work with. A key part of the delivery was creating a system of flexible content blocks. This modular approach means the team can easily create unique page layouts and update content themselves without needing a developer, giving them full control over their site for the future.
For site visitors, this translates into a site with a seamless flow that fully engages them. Each page’s design incorporates a unique selection of components to both blend and separate content. The transitions are intentional, and the site experience elevated.
A brand ready for the future
Casterbridge Wealth’s new website greets its customers with an unforgettable hero section; bold typography, candid video and surprising animation, all come together to emphasise the brand’s agile and forward-thinking approach. Micro-animations add a layer of slickness without the clutter. It’s a seamless experience that respects your time and your intelligence.
In an industry of faceless corporations, we put the team front and centre with new photography and video. Showing the real people behind the decisions in a radical act of transparency, helping to build trust, reinforce their relationship-led approach, and position Casterbridge Wealth as the ultimate partner for any financial journey.
From vision to visits, a clear path forward
Summary
The Casterbridge Wealth project is a great example of how a clear strategy and close collaboration can lead to a fantastic result. Our process began with a deep dive into the Casterbridge vision. The kickoff and discovery phase was all about understanding their core ambition: to demystify the investment process and build a brand defined by its human-centric approach.
Casterbridge now has a brand as clear and forward-thinking as its investment philosophy. It’s a brand that doesn’t hide behind complexity but leads with confidence. A brand poised to become the benchmark for a new, transparent era of wealth management.
