Brooks Macdonald

Sales and marketing collateral for the launch of their ESG investment service.

The Brief

Fin was appointed by Brooks Macdonald to create the visual identity for their Responsible Investment Service, the project scope included Fin to design, write and create all marketing collateral.

Brooks Macdonald provides investment management services in the UK and internationally to private high net worth individuals, pension funds, institutions, and trusts. Discretionary Funds under Management of £13.7 billion.


Our Response

We facilitated an interview with the Head of the Responsible Investment Service to understand the service’s proposition, and reviewed all past sales and marketing collateral.

Comprising two strategies, ‘Advance’ and ‘Avoid’, the Responsible Investment Service offers both an avoidance-based approach and a strategy which actively seeks to invest in funds that provide solutions to sustainability issues, or that have strong corporate policies and outputs relating to ESG criteria.

We initially explored a range of creative options to build a visual theme and identity for the Responsible Investment Service. Also exploring the layout of text, imagery and graphics within documentation, working within Brook Macdonald’s brand guidelines.

With a focus on a digital delivery of all communications required legibility testing of all material to ensure accessible on-screen viewing with the majority of their advisers and clients being aged 50+.

Across all communications we suggested that to develop a simple identity for the two services of Advance and Avoid would bring an individuality to the Responsible Investment Service.

The Result

Working with the Brooks Macdonald marketing team we finalised on a creative visual theme of enigmatic, abstract, birds-eye imagery of landscapes and seascapes incorporating bold colours and shapes.


Fin supported in developing the proposition to introduce the service to professional advisers and intermediaries, as well as the investor seeking to invest responsibly.

Adviser brochure – cover and sample page

Investor brochure – cover and sample page

Being an online presentation, all pages are hyperlinked within the pdf to ensure speedy navigation to the relevant content

Working within Brooks Macdonald brand guidelines we delivered the copy, Avoid and Advance branding, an Adviser brochure, an Investor brochure, Sales Aids, White paper, email, and sales presentation deck.

Sales Aids – Bespoke Portfolio Service / Managed Portfolio Service

The service was launched on 7th September 2020 and after only a few hours after launch they had received over 30 new business enquiries.


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