After more than 40 years of growth and trusted client relationships, the Financial Planning Corporation’s visual identity needed refreshing. The challenge was to modernise the brand to reflect the substance and sophistication of firm’s work while preserving the calm assurance and humanity at its core.
Working in partnership with Fernly, a strategic communications consultancy, we used our proven brand definition process to define the organisation’s Mission, Vision, and Values, then translate these into a cohesive brand identity, website, and supporting materials.
Initially, the client had only a logo, a lengthy name that nobody used – they are known as FPC – and a basic colour palette. We began by transforming their Mission, Vision, and Values into a unifying concept.
The financial landscape encompasses everything: money flowing in, money flowing out, assets, and opportunities. This concept became the foundation of FPC’s brand story, inspiring the use of landscape photography and complementary language that grounds the brand in something tangible and expansive.
The existing logo had strong recognition, so rather than starting from scratch, we refined it. We ‘officially’ shortened the unwieldy name to simply FPC – what everyone already called it, how staff answered the phone – and developed a bespoke typeface that reflected the personal, human approach the team brings to every client relationship.
We also introduced the tagline “Financial Confidence” at the heart of the brand – a clear articulation of what clients gain from working with FPC.
The custom typeface and extended colour palette helped unify the organisation’s visual language, from product icons to a distinctive sub-brand identity for the Foundation.
FPC takes pride in its location – the coastal town of Ainsdale, between Liverpool and Southport. We reflected this by using imagery of the local landscape. Each photograph features a horizon line, symbolising clarity and vision as far as the eye can see.
We created a brand pattern derived from the logo itself: a hexagon (nature’s most efficient building block) combined with an upward-pointing arrow—a visual metaphor for progress and growth.
FPC now has a strong, cohesive brand system – flexible enough to adapt to evolving needs while supporting consistent communication. The new website (www.fpc.co.uk) authentically reflects the brand voice and is built to scale for future development.
“This evolution brings greater clarity, consistency, and connection across everything we do – helping us communicate the same calm assurance that underpins our advice.” – Moira O’Shaughnessy, Managing Partner, FPC
For Fernly and Nonconform, this project represents meaningful brand evolution: not change for its own sake, but a confident expression of people, purpose, and place, crafted with care.
Working with all kinds of organisations, from start-ups to well established companies on projects big and small, we get to the heart of our clients’ needs to deliver something that both ourselves and our clients are proud of. We create memorable campaigns that stand the test of time and have the ability to shape the future of organisations.
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