Beaulieu Wills and Estate Planning

Beaulieu Wills and Estate Planning provides bespoke, one-to-one advice, but their old branding was sending the wrong message. It was dark, heavy and focused far too much on death. They needed an identity that felt professional and secure, but approached estate planning with warmth and personal care.

We completely stripped away the traditional, funeral-like aesthetics and clichéd legal imagery like scrolls and quills. Rather than selling the service itself, we built the brand around the feeling it gives: the peace of mind of knowing your loved ones will be looked after when the time comes. At its heart is a flowing “bw” monogram that acts like a personal signature. With a fresh, dual-tone blue palette and clean typography, the new identity speaks to happy, contented clients who know their family is in safe hands, proving that protecting your estate doesn’t have to be a morbid experience.

The result is a fresh, approachable identity that puts clients at ease. It delivers serious financial security with a warm, personal feel, and it’s working: since the rebrand, Beaulieu has had more enquiries and closed more leads than in previous years. Preparing for the future doesn’t have to be intimidating.