Whitmill, a long-established trust company with over 30 years of heritage, approached us during a pivotal time of change. With new appointments, plans for growth, and ambitions to expand their services, they recognised the need for a modern, scalable brand that reflected their forward-thinking mindset.
Initially, their identity felt outdated and restrictive, resonating more with legacy than the future. They wanted a refreshed brand that would attract like-minded talent, appeal to intermediaries, and reflect their tech-forward, people-first approach.
Brand Strategy & Identity Development | Logo Design | Web Design & Development | Social Media Branding & Assets | Photography Guidelines | Refined Messaging
Whitmill’s brand and digital presence no longer aligned with the direction of the business. The legacy identity held emotional significance internally, but lacked clarity and impact externally. Several key challenges had to be addressed.
The website had to be reimagined with intermediaries in mind, as they are the primary source of client referrals, making professionalism critical. Equally important was updating their perception to reflect their people-first ethos alongside a strong, tech-enabled infrastructure. And in a crowded marketplace where many independent trust companies share similar messaging, Whitmill needed a brand that would stand out, feel authentic, and speak directly to the clients they truly wanted to serve.
Clarity and Credibility
The new Whitmill website has been strategically designed with clarity and credibility at its core, ensuring it not only reflects the firm’s professional standing but also enhances user experience across key audiences. Built to be intuitive for intermediaries and inviting for clients, the site clearly articulates Whitmill’s core values, independent ethos, and people-first approach. A clean, modern interface supports seamless navigation, while the visual design brings the new brand identity to life, balancing contemporary aesthetics with a tech-savvy, trustworthy presence that aligns with Whitmill’s reputation.
Beyond Aesthetics
The refreshed brand has helped Whitmill reposition itself as a progressive, client-focused business in Jersey – one that champions partnerships and serves clients who might otherwise be overlooked by larger providers.
