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 antiquated. McInroy & Wood sought advice on how to simplify; retaining a professional tone whilst better reflecting their warm personal service.

The result was a logo that felt contemporary with a classic edge, combining the McInroy with the Wood gave the mark a collaborative feel that clients themselves are a part of.

An updated colour palette drew inspiration from their Scottish heritage, the ‘roy red’ and wood green, complement each other whilst presenting a sophisticated aura.



Typography consists of Gyst variable for headlines and display usage twinned with Figtree for body copy and subheaders, allowing distinct communications that are highly readable.

Whilst visiting their offices Sparks were struck by a plethora of beautiful artwork owned by the MW estate, keen to integrate these works of art into the brand photography was commissioned to replicate their collection for use across materials. Along with updated headshots and incidental shots, Sparks art directed these to reflect MW’s personable style and beautiful surroundings.

Combined, each element works together to create a consistent visual brand that makes clients feel their money is treated with care and respect. Sparks have given McInroy and Wood the tools to maintain and develop their revitalised brand.

Take a look at more of our brand work in financial services.