Pitcairn Branding & Website Design
Putting Family First
Over a 100-year history, Pitcairn grew from a single family office to a world-class advisory firm with deep expertise in managing multi-generational wealth.
01
Doing the Research
When crafting a brand, it’s critical to do your homework. Pitcairn’s managers know their clients better than anyone — so our job was to synthesize their knowledge, gather first hand testimonials from clients, and pinpoint industry research that would help us identify a distinct differentiator and key value propositions for the firm.
Finding the Pitcairn Essence
Understanding the audience demographic is just step one. We also had to identify which things about Pitcairn mattered most to the audience. We interviewed clients and key stakeholders to build a body of evidence.
We found three primary things underpinning the decisions of clients.
02
Crafting the Brand Story
A presentation full of insights is one thing; a compelling brand story is another. In every conversation we had with the Pitcairn team, we kept coming back to family as the center of everything. How could we blend Pitcairn’s history as a single family office with the firm's current multi-family focus on investment advisory, family office services, and family engagement?
Branding the Product
Through our discovery, we also identified an opportunity to more distinctly brand one of the tools at the heart of Pitcairn’s unique service model. Through a series of dedicated naming workshops, we landed on a name for the tool that’s the “secret sauce” behind the Pitcairn’s family services.
The Written Expression
With a new brand comes the chance to document how it should be executed. With so many people working across the firm to execute the brand, we built out a practical guide to the Pitcairn voice, tone and key messages.
03
Reimagining the Look
The Pitcairn brand had a historic and reserved feeling. We didn't want to lose that classic appeal, but we recognized a need to push the visuals in a new direction. The logo was a prime example of how the visual brand had stagnated.
A Modern New Approach
The new logo revolves around two applications — the primary word mark, locked up with the new tagline, and the smaller badge application. Both evoke the history and stability of the firm, while adding a modern touch and preparing the brand for the next 100 years.
The new brand was designed to retain a connection to Pitcairn’s 100-year history while elevating the type, enriching the color palette, and pushing the photography into a more intimate people-focused direction. With the focus on family, the design needed to feel more personal, high-touch, and growth oriented.
04
Making it All Work on the Web
We had identified the need to elevate the client experience, so making clients and their families the center of Pitcairn's brand was a start. But we also needed to make sure that the new website was set up with the clients’ needs front and center.
Starting at the Sitemap
We focused on simplifying the sitemap, making key information about services and product options easy to find for potential clients. We also identified an opportunity to elevate thought leadership on the site, and placed News & Insights in a prominent position in the architecture.
Reimagining Wealth Momentum
A key element of the Pitcairn brand is the Wealth Momentum service delivery model. It was previously represented by an infographic that felt technical and schematic, and was missing the personal touch our new brand demanded. We took the opportunity to reimagine the representation of Wealth Momentum on the site with simple motion effects that create clarity and increase engagement.
The Whole Financial Picture
Pitcairn’s team is able to handle a client’s entire financial life — so the site’s content needed to represent that breadth, without overwhelming the user. We carefully planned connectivity between key service pages to demonstrate this comprehensive offering in a way that felt natural and easy to understand.
Create a Dedicated Thought Leadership Destination
There was incredibly valuable content being produced by the Pitcairn team that wasn’t getting its due on the old site. We designed templates for both archives and articles that made the content more engaging, and also created opportunities on other areas of the site to feature related content that would keep users engaged.
Engaging with Events
We designed a destination for client events that positions Pitcairn as the industry’s leader on subjects that matter.
I don't mean to be emotional but we've worked so hard for years to articulate our vision clearly, and Push10 truly understood and brought it to life and its bringing me to tears. Their creative minds captured our essence perfectly, and we couldn't be happier with the result.
Pitcairn
Laura Kemp, Director, Creative Engagement
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