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In 2007, Charles Stanley began the process of refreshing its corporate identity to better reflect the firm's values and culture. We took in the views of clients, staff and an external design agency when choosing the images and in assessing the impact of the Charles Stanley brand name. In addition to a new look for the 'Charles Stanley' logo, what emerged from this process was 'Made for You', a simple concept that epitomises how we work. This concept was complemented by a new corporate strapline 'Charles Stanley - The Personal Investment Service'.
Defining 'Made for You'
Taking the 'Made for You' concept and making it come alive in all aspects of our communication was a challenging task. We canvassed employees and other contacts to find iconic products that were, like our investment services, made to fit the unique requirements of individuals, and embodied the hand-made, bespoke nature of 'Made for You'. Few things in our lives today are truly personal. Ready-to-wear is elbowing tailor-made from the wardrobe. Ready-to-eat is consuming home-made. Hand-made has become 'hand-finished,' whatever that may mean!
Even when creating personal investment plans, the investment 'model' has largely replaced the attentive ear and, instead of an open mind, there is a pigeon-holed solution. But how can your individual assets and investments, not to mention your unique hopes and ambitions for the future, be squeezed all to often into an off-the-peg solution?
Charles Stanley believe that achieving one's personal financial aims requires a truly personal approach to investments - crafting a portfolio with care to create something hand-made and unique. The process therefore of selecting appropriate imagery and marketing materials was a lengthy one.
Why the guitars, rocking horse and yacht?
We discussed a wide range of images, from surfboards, hamburgers and custom-built triathlon bikes to chandeliers. In particular, we looked at what 'bespoke' meant to our Investment Managers and clients, and then whittled down the selection to a number of makers whose methods of creating their hand-made items reflected our passion and attention to detail. The items eventually selected are shown below and we would like to take this opportunity also to thank the makers for their willingness to associate their brands with ours.
See the companies we selected below, their stories and how they relate to Charles Stanley.