Placing the power of good advice into more hands
Creating the tools to deliver exceptional brand experiences.
Supporting a major rebrand
For 200 years, Tilney Smith & Williamson have helped families, entrepreneurs and businesses thrive through the power of good advice.
As the business prepared for a major rebrand, how could Evelyn Partners ensure the brand values and company purpose are instilled in experiences clients have?
CreateFuture equipped the Proposition & Brand Experience team with the tools needed to confidently design and deliver new products and services in this exciting new chapter.
Setting the direction for brand experience
Relationships are at the heart of financial advice and wealth management, so the team adopted a user-centered approach to design brand experiences that embodied the spirit of the client and advisor partnership.
Yet with a focus on functionality and siloed projects, there was an unintentional lack of joined-up thinking and a north star to aspire to.
We worked alongside Eveyln Partners to create a toolkit that improves the team's approach, process and quality of outputs to better benefit Evelyn Partners' clients and the future of the business.
A toolkit to align, innovate & design
Over a 3 month programme of work and a highly collaborative process, CreateFuture united colleagues around a common vision with a practical Brand Experience Toolkit that included customer personas, brand experience principles, customer journey maps with innovation concepts, and tone of voice guidelines.
Using a mix of desk research, interviews, in-person workshops and remote design sprints, journey mapping and experience development, communication and applied design, the CreateFuture team worked in partnership with Evelyn Partners to create inspiring artefacts.
This included posters and functional tools, such as the Experience Wheel, to brief, develop and score design work.
People, not users
Personas to bring to life the extensive audience segmentation research through illustrations, data points and narrative-led formats so that client profiles are memorable, useful and widely adopted across the experience design, marketing and front office teams.
Experience Principles to align brand aspirations with client needs, provide the structure and guidance for teams, whilst giving everyone room to innovate and speed up decision-making in the design process.
Values made verbal
Demonstrating the brand values and purpose through Tone of Voice to guide consistent communication across the client experience.
Innovation for the future
A design sprint to explore the customer journeys today and develop brand experience ideas for tomorrow.
Functional tools
A system to help Evelyn Partner’s design team create on-brand experiences and score their work against the principles.
Inspiring artefacts
Print and digital design to bring the experience principles to life.
“I’ve worked at agencies and client side - ultimately good work comes from passionate people who are willing to get involved and problem solve collaboratively.”
Meher Mumtaz
Head of Brand Experience, Evelyn Partners
Bringing the business on board
Each output was presented in a comprehensive deck which helped the team successfully socialise the Brand Experience Toolkit to the wider CMO team and marked an exciting new chapter for client brand experience at Evelyn Partners.
“CreateFuture are excellent at going deep, very fast. We have a complex business and I was impressed with how quickly they immersed themselves in the details, without compromising on quality.
I also love the design work they did for us, and the team is fun and super nice!”
Meher Mumtaz — Head of Brand Experience, Evelyn Partners
Get in touch
We work with global brands, using design thinking to develop new, or improve existing, products and services. Our brand-led approach ensures that they outperform.
If you’re trying to do more with less, get in touch with us to help you get there and leave you in a better place.
