A brand rebuilt for the client it wanted, not the one it started with

Aurum's advisors were credible in the room and unconvincing on paper. Large-mandate prospects consistently disengaged between first meeting and proposal.

The identity, the pitch materials and the website had each been produced by a different supplier over six years.

Every advisor had built their own deck, so the firm presented differently to every prospect it met.

Interviews with won, lost and dormant prospects established that the loss point was consistently the written follow-up rather than the meeting.

A full identity system was rebuilt — positioning, typography, document design, proposal architecture — with the proposal treated as the primary brand surface rather than the website.

A governed template library and a design system with real component code replaced eighteen personal decks.

Our talent practice ran enablement sessions so advisors could produce a compliant, on-brand proposal in under an hour without a designer in the loop.

Average mandate size rose 2.6 times over the following three quarters, driven by conversion in the large-mandate segment that had previously stalled.

Organic pipeline grew 4.7 times as the published thought-leadership programme began to compound.

Referral conversion improved 58%, which the firm attributes to referred prospects finally encountering a consistent firm rather than an individual advisor.