Download portfolio - David Gilligan

Maitland/ ContextMaitland are an International wealth management and business services firm whichoperates a unique business model that integrates the firm’s cross-border expertisein legal advisory, trust and corporate, asset management and fund services. Followinga period of growth, Maitland has consolidated a number of acquired businessesunder an umbrella brand and refined its market positioning. Therefore, Maitland neededa new Brand that would be timeless and that could be applied effortlessly across allexecutions and applications. The objective of the brand redesign project was to captureand reflect the essence of the brand as Maitland moved from being a company definedand characterised by the personalities of a core group of individuals to a companywith a defined vision, cogent values and shared principles embraced by everyone./ SolutionThe creative aspects of the corporate identity had to reflect what were definedas Maitland hallmarks: challengers of conventional thinking and long-termclient relationships. Surprising visual metaphors were introduced to highlight thesehallmarks and were backed up with a unique tone of voice and copy structurethat is reassuring, accessible, incisive and intriguing./ ResultThe new identity has been rolled out across all collateral and an internal campaignhas been launched to promote understanding of Maitland’s values. The foundingpartners, staff and clients were very much a part of the process and consequentlythe work was very well received by staff and clients, both the youngerand older generation.