Willow

Brand Repositioning: Willow for Wealth Managers

Edward Kerr

FIRSTLY

Thanks again for the time on the call, Edward. This is the second half of what we talked about: getting Willow's brand ready for wealth managers and the vault launch. Everything that follows is built on what you shared. Take your time with it. When you're ready to talk, we're here.

[01] THE BRIEF

WHAT YOU TOLD US

Everything below has been put together specifically for you based on what you told us.

What We HEARD

Willow started as practical support for families after a death, sold through employers, funeral directors and advisers. You've now made a clear call: focus on financial advisers and wealth managers looking after mass-affluent estates of £500k to £2m, with a digital vault launching that advisers can use with clients before a death. You built the current site yourself on Vercel with AI tools, and it works well. But the brand was built for grieving families, and now it has to win over advisers too, without losing the warmth that makes families trust it.

PROJECT SCOPE

A repositioning, not a start-again. We keep the Willow name and the warmth, sharpen the story for wealth managers, and build a visual system that can speak to two audiences, advisers and families, each with its own colour code and sections. Then we design the key pages and assets for you to build in your own stack, and hand you a brand bible so everything you make yourself stays on brand.

[02] BEFORE WE START

WHAT WE'RE
NOT DOING (YET…)

We're not renaming Willow. The name works and already has meaning, so we build on it.

X

We're not rebuilding your website from scratch. You've built it well on Vercel. We design the key pages, you build them with your own tools, and we check the result.

X

We're not designing the digital vault product itself. That's a separate UX project once the brand is set, if you want it.

X

We're not doing LinkedIn content here. That sits in its own proposal, sent alongside this one.

X

[03] THE OPPORTUNITY

Families Already Trust It. Now Advisers Need To.

THE OPPORTUNITY

Willow's tone is right for families: calm, plain English, kind. But a wealth manager deciding whether to put their name next to yours is asking different questions. Is this credible? Is it secure? Will it make me look good to my clients? Right now the brand answers the family's questions, not the adviser's. Give advisers a clear story of their own and a visual system that feels as trustworthy as a private bank and as human as Willow, and the vault launches with a brand that's ready for it.

COMPETITIVE CONTEXT

Estate admin and probate tools for advisers tend to look like legal software or banks: navy, grey and dense. Willow's warmth is the difference, as long as it carries the confidence advisers need. Wealth managers are connected through networks and aggregators, so a brand that looks the part with one firm gets passed to the next. The aim is to own the space in between: as credible as the institutions advisers already work with, and as human as the people who actually help a family through it.

Estate admin and probate tools for advisers tend to look like legal software or banks: navy, grey and dense. Willow's warmth is the difference, as long as it carries the confidence advisers need. Wealth managers are connected through networks and aggregators, so a brand that looks the part with one firm gets passed to the next. The aim is to own the space in between: as credible as the institutions advisers already work with, and as human as the people who actually help a family through it.

"WEALTH MANAGERS BUY TRUST BEFORE THEY BUY SOFTWARE. THE BRAND HAS TO EARN IT BEFORE THE DEMO DOES."

[04] THE STAGES

THE APPROACH

Three Stages

THE PURPOSE

01

Purpose Session

A working session with you to get inside Willow: the vault, the commercial model, the adviser relationship and the long-term plan for probate. Everything after is built on this, so nothing is guesswork.

Adviser Audience Profile

Who the wealth manager really is, what worries them about inheritance and keeping clients' families, and what they need to see before they'll trust a new provider.

The Narrative

The adviser-facing story and tone of voice, messaging pillars and taglines to react to, written so Willow never sounds like two different companies to advisers and families.

THE FACE

02

Visual Identity

Mood board directions first, then a refreshed identity built on what Willow already has: logo, colour, type and imagery, tested from favicon to pitch deck.

Two Audiences, One Brand

A colour code and section system that separates advisers from families, so each one knows straight away they're in the right place.

Brand Bible

The rules in one place, so everything you make yourself, slides included, stays consistent without us in the room.

THE PLATFORM

03

Key Pages Designed

The adviser landing page, the vault launch page and the homepage designed in Figma, ready for you to build on Vercel.

Applied Brand

Pitch deck template, LinkedIn banner and profile assets, and email signature, so the brand shows up the same everywhere an adviser meets it.

Launch Ready

Everything handed over with full ownership before the vault launches, plus a review of your build to make sure it matches the designs.

THE PURPOSE

01

Purpose Session

A working session with you to get inside Willow: the vault, the commercial model, the adviser relationship and the long-term plan for probate. Everything after is built on this, so nothing is guesswork.

Adviser Audience Profile

Who the wealth manager really is, what worries them about inheritance and keeping clients' families, and what they need to see before they'll trust a new provider.

The Narrative

The adviser-facing story and tone of voice, messaging pillars and taglines to react to, written so Willow never sounds like two different companies to advisers and families.

THE FACE

02

Visual Identity

Mood board directions first, then a refreshed identity built on what Willow already has: logo, colour, type and imagery, tested from favicon to pitch deck.

Two Audiences, One Brand

A colour code and section system that separates advisers from families, so each one knows straight away they're in the right place.

Brand Bible

The rules in one place, so everything you make yourself, slides included, stays consistent without us in the room.

THE PLATFORM

03

Key Pages Designed

The adviser landing page, the vault launch page and the homepage designed in Figma, ready for you to build on Vercel.

Applied Brand

Pitch deck template, LinkedIn banner and profile assets, and email signature, so the brand shows up the same everywhere an adviser meets it.

Launch Ready

Everything handed over with full ownership before the vault launches, plus a review of your build to make sure it matches the designs.

[05] WHAT'S INCLUDED

YOUR PROJECT SCOPED

Our services below are suggested based on our call.

Discovery
The Purpose
Discovery
Our structured discovery process. By the end of it, we understand your brand, your objectives, and your audience well enough to make every creative decision with confidence - not guesswork.
Why you need it
Your answers become the foundation every creative decision is built on. Nothing moves forward without it - and everything built after it is stronger because of it.
Research
Audience Profiling
Research
2-4 detailed customer personas going beyond demographics - motivations, frustrations, buying triggers, and what influences their decisions.
Why you need it
Every creative decision - colour, tone, imagery, messaging - changes depending on your audience. If you don't know who you're talking to, your brand talks to no one.
Research
The Narrative
Research
Your brand voice and story - tone of voice guide with real written examples, 3-5 messaging pillars, and 2-3 tagline directions to react to.
Why you need it
Visual identity without a voice is a brand that looks good but says nothing memorable. The brands people remember have a voice as strong as their visual identity.
Brand
Visual Identity Essentials
Brand
Everything needed to look credible and consistent from day one. Designed for maximum impact with minimum complexity.
Why you need it
AI logo tools generate based on prompts. They don't review your competitors or understand your audience. We do. That's the difference.
Brand
Applied Brand
Brand
Your brand identity applied to everything your clients actually see - pitch decks, email signatures, invoice templates, and HTML email.
Why you need it
A strong visual identity loses its power the moment someone receives a generic Word document. Applied Brand ensures the impression holds all the way through.
Web
UX/UI Design
Web
A Figma UI/UX design lets you see and test your website before it is built. Every layout signed off before development starts.
Why you need it
Changing a design in Figma takes minutes. Changing a built website takes days. The design-first approach saves money and eliminates surprises at launch.
6 services included · drag to explore

[06] TIMELINES

WHAT TO EXPECT

July 2026
Proposal Date
Week 1
Purpose Session
Week 2
Adviser Audience Profile + Narrative
Weeks 3-4
Visual Identity
Week 5
Brand Bible + Applied Brand
Weeks 5-6
Key Pages Designed
Week 7
Handover + Build Review
Timelines confirmed at kickoff. Weeks shown are estimates.
July 2026
Proposal Date
Week 1
Purpose Session
Week 2
Adviser Audience Profile + Narrative
Weeks 3-4
Visual Identity
Week 5
Brand Bible + Applied Brand
Weeks 5-6
Key Pages Designed
Week 7
Handover + Build Review
Timelines confirmed at kickoff. Weeks shown are estimates.

[07] THE INVESTMENT

WHAT THIS LOOKS LIKE

No hidden costs, no surprise invoices. Select everything you want.

One-Off Investment
The Purpose MeetingDiscovery
Our structured discovery process. By the end of it, we understand your brand, your objectives, and your audience well enough to make every creative decision with confidence - not guesswork.
£395
Audience ProfilingResearch
2-4 detailed customer personas going beyond demographics - motivations, frustrations, buying triggers, and what influences their decisions.
£480
The NarrativeResearch
Your brand voice and story - tone of voice guide with real written examples, 3-5 messaging pillars, and 2-3 tagline directions to react to.
£650
Applied BrandBrand
Your brand identity applied to everything your clients actually see - pitch decks, email signatures, invoice templates, and HTML email.
£880
Identity Tier - choose one
Visual Identity - EssentialsIdentity Tier
Everything needed to look credible and consistent from day one. Designed for maximum impact with minimum complexity.
£1,500
UX/UI DesignWeb & Platform
A Figma UI/UX design lets you see and test your website before it is built. Every layout signed off before development starts.
POA
One-off total£2,405 + POA
Payment options
One-Off Investment
The Purpose Meeting
Discovery
£395
Audience Profiling
Research
£480
The Narrative
Research
£650
Applied Brand
Brand
£880
Identity Tier - choose one
Visual Identity - Essentials
Identity Tier
£1,500
UX/UI Design
Web & Platform
POA
One-off total£2,405 + POA
Payment options

[08] THE REASON

Why Us

We're two sisters, Arabella and Lexie, and we run Five Six hands-on, founder to founder. No account managers, no chain of people between you and the work. Lexie runs strategy and narrative and has guided more than 15 businesses on positioning and story. Arabella is an artist and graphic designer who holds the creative eye across everything. We build things to hand over rather than keep you dependent on us, which suits a founder who already builds his own site. And if you go ahead with LinkedIn too, the brand, your profile and your content are all built to look and sound like one thing.

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YOU ARE

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