Wellesley - Denfield


We’ve worked with Wellesley (Principal Partner of St. James’s Place) for over five years, supporting them in their continual goal of increasing funds under management while maintaining their incredible client service.


The company celebrated its 25th year in business in 2021. Post celebrations, a forward planning strategy day identified various growth areas for the company. In order to thrive in new customer segments and attract the new mosaic profiles, Wellesley needed to focus on brand awareness and visually explain their values through all external communications.


With a new strategy and ambitious growth targets, we implemented a rebrand that appealed to clients new and old. Our studio provided a new visual identity, along with a new tone-of-voice strategy and ongoing customer profiling, insights and location mapping analysis from our data team.

After reviewing the brand brief against our competitor research, it was clear that being ‘personal’ was a word Wellesley could own and it should be reflected in their identity. We worked with type designer Rob Clarke to create a custom hand-drawn logotype and hired Mercedes deBellard to create a set of custom illustrations exclusively for Wellesley. The launch video – created by our very own animators – launched the new identity and positioning internally.

We also created a brand architecture system to support the distinct services they offer – providing guidelines for colour-coding and sub-branding materials. We were also mindful that the main way clients interact with Wellesley is via words – from their spoken financial advice to their website and written communications. We therefore implemented a new tone-of-voice strategy to further support the journey of being a client at Wellesley, reflecting their personal approach to advice.

Denfield’s social team developed – and now provide full management for – all social channels related to the company. Organic social activity and paid campaigns are scheduled after being designed in the studio.

“Denfield is such a key partner to us – more like an extended part of our marketing team”

Gemma Goldsmith, Head of Marketing at Wellesley

Our capabilities

We’re not aligned with one particular service; we’re driven by putting customers’ needs at the centre of everything. After all, limiting our offering will only limit your results.

Data &

Decisions that rely on a gut feeling can end with results that make you sick to your stomach. Data will support your instincts and smart insights will help you action them effectively.

–  Customer Profiling
–  GIS Mapping
–  Effective Indexing
–  Segmentation
–  Data Management

Creative &

Design and create content that clearly communicates the values and benefits of your brand.

–  Branding
–  Creative
–  Graphic Design
–  Animation
–  Print

Digital, UX &

Engage, convert and retain prospects and customers across multiple digital platforms.

–  UX / Web Design
–  Web Development & APIs
–  Search Engine Marketing
–  Social Media
–  Email

Measurement & Analytics

Define, understand and manage the relationships between factors that deliver success.

–  CRO
–  Testing
–  Analytics
–  Reporting
–  Return on Investment

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01926 881178