Rathbone Brothers Plc

Rathbones is one of the UK’s largest and longest established providers of high-quality, personalised discretionary investment services. Unique in the marketplace, it offers clients a tailored, personal and bespoke service backed by the trust, reassurance and security to invest with confidence.

Our brief was to capture the essence of this Rathbones positioning graphically at every touch point. This is currently being applied to their online presence, but initially we looked at the many varied print items currently produced.

The Proctors response
Always aiming to achieve a clean, uncluttered page layout with good use of white space and concise headlining. Information is designed to be easily digestible, pages are not too heavy with continuous copy.

Rathbones’ heritage – over 250 years of business experience – is represented by black and white, high-contrast architectural photography. Use of both landscape and portrait page formats allow for elegant layout. Full-bleed photography evokes Rathbone’s relationships with its clients as well as conveying its heritage.

For inner pages, satin finishes allow the corporate gold to hold true and retain its true lustre when varnished. Simple, uncoated covers are also embossed when budget allows. Updated copy tone is more personal and lighter. Increased use of ‘we’ and ‘our’ softens the language and makes it feel more conversational, while the use of descriptive words – ‘easy’ and ‘face-to-face’ reassure the reader and help clarify the account-opening process.