Emery LittleReimagining a financial planning practice for the next generation while honouring its heritage
Emery Little had reached a pivotal moment. Leadership had passed to the next generation, who were making significant changes to modernise the business. They wanted to build solid foundations using the latest technology and thinking to improve client service, attract new financial planners, and resonate with a new generation of clients. But they needed a brand visual identity that expressed this fresh start whilst remaining respectful of the practice's established heritage.
What was the problem?
Our approach
We pursued three key objectives: first, to create a brand identity that could extend seamlessly across client communications, digital presence, and promotional marketing. Second, to develop branding that balanced innovation with respect for the practice's history - fit for the next generation of ownership without alienating existing relationships. Third, working with a designer, we created a comprehensive new brand identity and rebuilt their website to reflect their evolved positioning.
The result
The new branding successfully bridged past and future, giving Emery Little the tools they needed to communicate across all channels with consistency and confidence. The website rebuild created a modern digital presence that reflected their commitment to using technology and latest thinking in service delivery.
Perhaps most importantly, we helped them distil their purpose into a single, powerful core idea - one sentence that would guide all future communications and service development, ensuring everything they do ladders back to their fundamental mission.
“What made the collaboration so powerful was how quickly New Tradition understood Emery Little and what we needed to achieve. You didn’t just deliver brand work – you helped us build the foundational blocks we didn’t even know we were missing. It felt like having a seasoned team member join us for the project, bringing exactly the expertise and challenge we needed to get to where we wanted to be.”
