Independent investment managers, rooted in heritage, purposefully distinct
McInroy & Wood is an independent investment management company founded in 1986, headquartered in Scotland. Family and employee–owned, they are free to make their own investment decisions always with the clients’ interests at its heart.
With a growing presence in London and Harrogate, they felt their visual presence was falling behind when compared to both client and industry expectations, so approached Sparks for help.
Sparks began with McInroy & Wood by looking internally, interviewing employees, and clients as well as researching contemporaries to gauge how they were perceived.
A major challenge identified was simplifying their language – over time they had weighed themselves down with a lot of text, some of it old fashioned. McInroy & Wood sought advice on how to simplify, retaining a professional tone whilst better reflecting their warm personal service.
This led to the broader challenge of their visual identity, which had become out of date and undefined, missing what had originally made them feel unique. We were asked to guide them on how to respond to a more digital focused era as they build awareness across the sector.
Through collaborative workshops with a wide range of staff, we helped McInroy & Wood draw out what makes them unique, encouraging them to reinvigorate their vision and purpose.
From this we created thoughtful user profiles to help them visualise their clients’ potential needs.
Whilst in Haddington, we were struck by an interesting collection of paintings and sculptures, a variety of mid–century styles and wide range of subjects from pastoral scenes to imaginative cityscapes. One of the artists, Flora Wood, was a close relation of the founding family. Using the artwork to reflect the inquisitive and observant nature of the firm felt authentic, backed up by their ongoing commitment to supporting the arts where they live and work.
At the heart of our work is an updated brand foundation that brought out a unique positioning for McInroy & Wood in the sector. This drew on their roots, positioning the firm as purposeful, distinctive and open – with the stability of family ownership giving it the confidence to choose the best path for clients.
Visually, there was some unease about leaving behind the monogram they had grown up with, but the new wordmark and subtle M&W emblem displays confidence and purpose.
The new graphic is contemporary with a classic edge, subtly integrating the ampersand between the McInroy and Wood visually hints at being well rooted.
An updated colour palette drew inspiration from the surnames. Roy Red from McInroy (son of the red–haired one) and a complimentary Wood Green.
All this is brought to life with a new suite of photography and updated portraits. These were art directed to make the most of the beautiful surroundings to give a real sense of openness, character and place.
The new website followed the same approach, simplifying the written content while making it visually distinct. On the technical side, we were able to improve the automation and calculation of data used throughout the site, saving time for the team and making navigation easier.
Combined, each element works together to create a consistent visual brand that makes clients feel their money is treated with care, respect and professionalism. McInroy & Wood are now ready to draw on their roots, to meet the expectations of today’s clients.
“From the outset, Sparks felt like a natural fit. Their core proposition, “to simplify, well” resonated with our own philosophy. Throughout the project, the team provided clear guidance and strong leadership, gently encouraging us to step beyond our familiar boundaries. Their collaboration helped shape an elegantly designed, distinctive brand that perfectly embodies our character.”
Keir Robinson, Business Development Manager
