Callabas Financial Services

STRATEGY | BRAND IDENTITY | DESIGN

Callabas Financial Services, a new independent practice led by mother-daughter team Sian MacInnes and Alice Conway, approached us to develop a brand identity reflecting their core values and the distinctive Cotswolds environment. Located in Burford, Callabas sought an identity that resonated with a diverse audience.

Our process began with an in-depth discovery phase to understand Callabas’s approach to financial advising and their target market. We then crafted a branding strategy centred on four key values: Confidence, Commitment, Collaboration and Courage.

The resulting logo creatively uses the letter ‘C,’ rotated and reflected to symbolise unity and balance, while the colour palette draws inspiration from Cotswold lavender fields and warm, earthy tones. Custom icons were developed to visually represent their core services, reinforcing themes of growth and prosperity. A confident and empowering tone of voice was established to complement the visual identity.

We extended the brand across stationery and collateral, using sustainable materials and minimalist design to reflect ethical considerations. Comprehensive brand guidelines ensure consistency across all touchpoints.

“Working with What Associates was a real pleasure. We expected high-quality design and marketing and were not disappointed. What truly stood out was their deep understanding of the nature of our work, which showed that they had actively listened to us. Their presentation of our core values perfectly encapsulated our company ethos. Highly recommended!”

Sian MacInnes, Callabas Financial Services