BaileyWood approached us for a complete rebrand as they transitioned into a partner practice of St. James's Place, adopting the new name BaileyWood. The identity reflects the progressive direction of the wealth management industry, with a modern, fintech-inspired colour palette that nods to the SJP partnership. The logo mark itself is designed to work as a standalone symbol or alongside the wordmark, giving the brand the flexibility it needs as a forward-looking practice built for where the industry is heading.