New Identity for Callabas, Financial Services

We are excited to celebrate the launch of Callabas Financial Services Ltd owned by the mother-daughter team of Sian MacInnes FPFS and Alice Conway, located in the Cotswolds. We were thrilled they approached us to create their brand identity to launch their new business.

“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.”
— Sian MacInnes

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

Money matters can be daunting and overwhelming, especially for women who have traditionally left finances to their partners. Callabas aims to bridge this gap, empowering individuals to take charge of their financial futures with confidence and expertise.

Here’s why *:
•Half of married women with business-related degrees out-earn their husbands
•80% of women will be solely responsible for their household’s finances at some point in their lives
•Women will inherit 70% of the wealth passed down over the next two generations, controlling two-thirds of household wealth by 2030
•By 2025, 53% of UK millionaires will be female

Despite these compelling statistics, female financial advisors represent only 15% of the adviser population, even though up to 70% of women prefer working with female advisors. The need for female financial advisors has never been more apparent.

These insights shaped the brand strategy, resulting in an identity for Callabas that highlights its core values: Confidence, Commitment, Collaboration, and Courage. Comprehensive brand guidelines ensure consistency, while sustainable practices are prioritised in design. The result is a modern, gender-intelligent, inclusive brand that stands out in the financial services industry, focusing on financial inclusion and lasting client relationships. Full case study.

At What Associates, we help brands develop authentic, sustainable identities that resonate with their values and make a positive impact. WHAT makes you shine. We look forward to continuing our partnership and supporting Callabas in its mission to make financial advice accessible and empowering for all.

*Sources:
https://lnkd.in/eZve9w8k
https://lnkd.in/dHUHZ6n
https://lnkd.in/e_qy7n5K

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