From Potential


Fortitude Financial Planning, a financial planning firm based just outside the town of Towcester in Northamptonshire. They have been providing financial advice, guidance and coaching since 2002.

They help to enrich the lives of their clients through wise, dependable, forward-thinking planning. They bring all the things you’d expect: years of experience, a talented team of committed professionals and top industry accreditations. Not forgetting their values which sit at their very core with Fortitude and Kai Zen flowing throughout their work.


Fortitude Financial Planning is a solidly established brand with years of experience and dependability. They wanted evolution not revolution, bringing their brand to present day with a modem twist on their identity and brand guidelines. Their tone and style needed to reflect the Fortitude characteristics: intelligent, insightful and independent. This new identity needed to be rolled out across all of their client-facing materials providing an uplifting and fresh visual experience with the reassuring colours and logomark known to those familiar with the Fortitude team.

To Performance

Adding value is a phrase we often hear, but it’s not always clear what that really means. For Fortitude Financial Planning, the kind of value they’re talking about is putting their years of experience, insight and expert guidance firmly at the fore when working with their clients. This needed to be evident through their tone of voice.

We began showcasing the new evolved, modern brand by creating important materials such as report documents and the new Fortitude newsletter template. Followed by the new look Fortitude website. Having carried out research to get to the heart of what their clients think and feel about working with their team, we were able to translate this into their headlines and supporting copy emphasising the theme of their three words.

Aesthetically, it was imperative their brand familiarity and recognition was maintained. The Fortitude logo and monogram remain bold and strong with enhanced greens for standout. Their new imagery was carefully selected to represent the beautiful Northamptonshire countryside where they are located.

Following the website, the brand rollout can be found on adverts, accompanying articles, on helpful downloadable guides, with striking tones and brand attributes that leave no doubt of the firm they belong to.

“The team at Uniquity have been running our marketing for some time and the results are always impressive. We're very pleased with our new brand and the website really reflects our strengths as a business.”

Julian Gilbert