W1M
One home for wealth & investment management
- Luxury
- Professional Services
- Brand Strategy
- Brand Identity
- Brand Campaigns
- Brand Naming
- Digital Design
- Print & Packaging
London & Capital and Waverton Investment Management unite under a new name, ‘W1M’, galvanizing the unique culture of two organisations into one team, bringing together the best people in wealth & investment management.
From the outset, the project has been a close collaboration with the teams at London & Capital and Waverton, and our discovery sessions with people from across both businesses helped us build a very clear picture of the future vision of the brand and a sense of just how closely their values are aligned.
A rigorous naming process resulted in an authentic, memorable and distinct name that recognises the unique origin of both businesses. W1M reflects the heritage of both companies as the postcode of the first London & Capital office and closely echoes the acronym, WIM, of Waverton Investment Management.
The new visual identity reflects a core brand strategy that is driving the cultural integration with a bespoke monogram and mark of excellence. Crafted typography and a colour palette that draws upon both organisations’ past, created one unified and confident visual expression.
We undertook a rigorous naming process in collaboration with the W1M team to identify a name that was concise, authentic, and underpinned by a compelling narrative – one that both companies could rally behind to encourage cultural change.
Our initial exploration considered three potential approaches: retaining an existing name, creating a hybrid, or developing an entirely new name. Through a combination of quantitative data and qualitative insights, we determined that a new name offered the strongest strategic direction.
The result ‘W1M’ recognises the unique origin of both organisations. It references the postcode of London & Capital’s original office (W1M) while also resonating with Waverton Investment Management’s acronym, WIM. In doing so, it bridges the histories of both firms in a way that is both meaningful and memorable.
We knew we didn’t want to settle for the expected. Too often, wealth management can feel traditional or impersonal. We pushed for a brand that was bold, fresh and built for the future and SEA delivered. What they helped us create is more than a visual identity. It’s a strategic foundation that captures who we are, how we work, and where we’re going.
Victoria Carroll
Chief Marketing Officer, W1M
The identity and brand strategy defines an exceptional team of experts that have come together at the right time, to offer clients a single voice of clarity, and a unified answer to really complex challenges. It’s because of that, we felt that ‘1’ needed to be right at the heart of the solution.
Bryan Edmondson
Creative Director, SEA
The art direction style drew from the many dimensions of the ‘1’ form, focussing on themes of elevation, a central focus, and an upward trajectory.
The brand was launched internally on Monday 24 March at the BAFTA Princess Anne Theatre, where staff were taken on a journey from discovery through to delivery, celebrating the new brand and marking a major milestone for the two companies as they officially became one.
Credits
A2-Type: Logomark refinement
Schick Toikka: Items 1
Lineto: Unica77 1
