"We had not looked at our branding for 25 years"

Logo, brand guidelines, literature, website and signage

Fine Design ltd has been working with Whiting & Partners since 2009, providing them with our graphic design and web development services. Recently they asked us to help them modernise their brand and create a more straightforward new logo alongside their new name and legal status.

We started with the design of the logo, literature, and brand guidelines. A new website was designed and built so they could populate themselves, along with interior and outdoor signage to complete the rebrand. We launched the website and fitted signage across nine group offices located across East Anglia at the start of October 2021. The brief also included the rebranding of Whitings Wealth Management Ltd.


“We had not looked at our branding for 25 years, and what we used to describe as ‘traditional’ was now looking rather ‘old fashioned’ in this digital age. So when we decided to change our legal structure and shorten our name, we asked Fine Design to also help us to update our branding. We wanted something that held onto our conservative traditional values, but which also gave an impression of being pro-active, modern, and which could be displayed easily in abbreviated format on app shortcuts, favicons, e-mail footers, etc. We also wanted there to be a theme that our other 2 group companies could also follow. Fine Design did not disappoint. They came up with a shortlist of ideas, which we worked on before deciding on a preferred solution. This was then converted into a brand style guide, from which they then helped us roll out new office signage, a mobile friendly website, paper stationery, etc. This was a big and complicated project for us, and we were very happy with the quality and creativity of work and project management we received from all at Fine Design Ltd.”

About the client

Whitings are an accountancy practice based in the market towns of East Anglia, supporting individuals to start or purchase, run, grow and exit their own SME business. They also help the owners behind these businesses, and other private clients, with their personal taxes and other aspects of their wealth creation and wealth protection.