Kaizen is an idea that has always resonated with us at Becketts. It’s a business philosophy that originated in Japan. There’s no single word for it in English, but it’s meaning is akin to “continuous improvement”. From this idea came our desire to revolutionise our digital brand, which we started in 2019 with a new company logo.
The next logical step was to improve our website with a full redesign and rebuild. We asked PLOTT to create our new website as they have a track record of excellence in the financial services industry. They were also the team behind our rebranding and we’d enjoyed their collaborative and no-nonsense approach.
PLOTT is the perfect fit for Becketts and so we were excited to work with them again. Our brief was to present a classy, modern and professional website with the ‘best team page’. Nothing like setting a challenge!
Dominic McLoughney
We wanted a site that reflected our clients’ hopes and desires and not a site that just promoted ourselves. We know what we do – award winning financial planning-led wealth management – but clients visit our site for themselves, not us! So we made the site about, and for, our clients.
Becketts was a brand we’d thoroughly enjoyed working on and we were delighted to help them introduce the brand on a new website. Interviewing and photographing the team in their inspiring new work environment was loads of fun, as expected. They’re a great team to work with and we’re proud of what we’ve created together.
Anna Plotnek
That’s the idea behind our new imagery. The photographs on the site are centred around the individual, with first-person perspectives. This puts our clients in the frame, so they can picture themselves living life, and making the most of it.
This idea of client point-of-view imagery also informed the written word, as we tried to put ourselves in our clients’ shoes. We have clear messaging and a punchy new strapline. The strapline was developed to show what a client can expect when working with us, and to reflect their ability to live the life they wish to live:
Make the most of it.
Make the most of your money. Make the most of your life. We mean both, but “it” is also open to whatever you want “it” to mean!
We’ve also changed the way we talk about our services. Everything’s the same behind the scenes – we still provide the same award-winning client care and common-sense advice. But we’ve simplified things to concentrate on the things that matter – our clients, their aspirations and our unique way of doing things. This means no jargon, no business-speak and a sharp focus on the future. We’ve made it simple because money is complicated. After all, making the complex simple is our job.
We knew all along that the centrepiece of the website was to be our team page. People respond to people. We know that it takes a high level of trust for a client to work with a financial planner. Our introduction to the team is a vital first step in developing a relationship based on trust. It’s also a great opportunity to showcase our new offices at Beckett House.
What we have now is a fantastic and detailed team section, which is playful, warm and professional. Kudos to PLOTT for designing and developing this, as well as for spending the time capturing the essence of our team on the discovery day and photoshoot.
We’re really pleased with how our brand has evolved and communicates our authenticity. We hope that existing clients can see this for themselves and that new clients see us for who we are – standing out from the crowd of independent financial advisers.
