Callabas Financial Services

STRATEGY | BRAND IDENTITY | DESIGN

Callabas is a new independent financial services practice owned by the mother-daughter team of Sian MacInnes and Alice Conway, located in Burford in the Cotswolds. They sought an identity that would resonate with their values, appeal to a diverse audience, and reflect the environment in which they are based.

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

Discovery and Research

Our journey with Callabas began with a comprehensive discovery and research phase. We delved into understanding their unique approach to financial advising, their target audience and the marketplace. This foundation stage was crucial for aligning our creative strategy with their core values.

Strategy

Next, we developed a branding strategy centred around Callabas’ core values: Confidence, Commitment, Collaboration, and Courage. We aimed to create an identity that would appeal to a diverse audience, particularly emphasising inclusivity and empowerment.

Visual and Verbal Development

The geometric logo design utilises the letter ‘C’ from Callabas, creatively flipped, revolved, rotated, and reflected around a central anchor point. This design symbolises unity, teamwork, and a balanced approach to financial planning. Inspired by the Cotswold landscape, the colour palette features lavender fields and warm tones. We also created a set of custom icons that symbolise their key services. These icons are designed to be simple yet impactful, providing a visual representation of the comprehensive financial services offered by Callabas. Each icon aligns with the overall aesthetic of the brand, reinforcing the themes of growth, prosperity, and holistic financial planning. We developed a confident and empowering tone of voice for all communications.

Brand Guidelines

We compiled comprehensive brand guidelines to ensure consistency across all touch-points. These guidelines included specifications for colour usage, typography, logo application, and tone of voice, ensuring that Callabas’ brand identity would remain cohesive and recognisable.

Design and Stationery

Finally, we extended the brand identity to various design and stationery elements. Every piece of stationery was designed to reflect Callabas’ modern and sophisticated appeal, from business cards to letterheads. The high-contrast typography and organic shapes convey elegance, growth, and prosperity.

Sustainability

In an era where consumers and clients increasingly demand transparency and sustainability, greenwashing in financial services brand identity is a serious issue. We proactively ensured all strategy and design work complied with the guidance, specifying sustainable materials for printed collateral and opting for a minimalist design approach to reduce resource usage and waste.

Conclusion

Callabas Financial Services now boasts a modern, inclusive, and empathetic brand identity that sets them apart in the financial services industry. By prioritising financial inclusion and gender intelligence, Callabas is making a positive difference in the lives of its clients, building trusted relationships that last a lifetime.