Arcadia Trust Group delivers joined-up legal, tax and fiduciary services with confidence and care, but recognised that their brand wasn’t doing them justice. From white-label trust services to multi-generational wealth planning, their offerings are broad yet deeply personal. Their clients are sharp, referral-led, and expect polish, but Arcadia’s online presence wasn’t keeping up. It undersold their depth, their identity lacked consistency, and the website didn’t reflect their confidence or scale.
What started as a brand refresh became a full transformation, rooted in insight, shaped by strategy, and built for where Arcadia is headed. That meant new positioning, a confident new look, and a future-ready website. All designed to reflect who they are today, and support where they’re going next.
Arcadia’s old brand leaned on a single logo made of abstract, multicoloured shapes - it was recognisable, but not flexible. It had no system, no consistency, and no story connecting design to strategy. Typography lacked hierarchy. Colours didn’t reproduce cleanly. And their website was sparse, with unclear pathways and no sense of how their services connected.
It undersold their offer and their potential. Inside the business, the vision was clear: they wanted to look sharp, feel modern, and speak to both HNWIs and B2B partners with the same level of authority. The brand needed to grow up without going beige and the website needed to show not sell.
We started with strategy - kicking off a positioning workshop where we defined Arcadia’s mission, differentiators, audience, tone and brand archetype. Through this process, it became clear that Arcadia weren’t traditionalists, they were bold, principled, and unafraid to challenge the status quo.
That energy led us to believe the brand archetype Arcadia most aligned with was the Outlaw. Not for shock value, but for standing firm against outdated norms - professional but progressive - and this shaped the entire visual identity.
The wordmark was redrawn as a flexible, digital-first vector, and then we then built out a full logo suite. We replaced a confusing five-colour logo with a single bold teal, giving the brand a sharper, more cohesive visual anchor. From the logo’s geometry, we developed motion-ready graphic elements that add energy across formats. And we built a structured typographic system to keep implementation consistent and simple.
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Clive, Senior Designer
Next, we designed and built a new digital platform without gimmicks that would be a well-structured showcase of who Arcadia are and how they think.
This led to SEO and keyword mapping to align the structure with search intent. Then, we rethought the user journey, framing their four key sectors with clear pathways and deep content. Supporting pages gave clarity for legal, accountancy and fiduciary services. The design boldly combines glassmorphism with the brand's geometric shapes to create a multi-layered experience that entices the user to dig deeper. Next, we tailored the finer details with Arcadia’s input, refining as we went to make the experience feel clear and true to their values.
We tested every detail with Arcadia’s leadership, refining as we went to make the experience feel smooth, clear and elevated.
Arcadia’s identity is now as sharp as their thinking. The brand feels confident, contemporary and flexible, with a digital presence that supports rather than stifles growth. Design elements bring quiet energy, pages flow with purpose, and content works harder, while remaining easy to manage. From icon sets to interior signage, the entire system is clear, connected and cohesive.
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Luke, Head of Creative