BUILDING BRAND CLARITY AND CREDIBILITY IN FINANCIAL SERVICES

Ascot Group

Objective

The Ascot Group engaged KingFish+Partners to elevate the organization’s presence in the marketplace as a specialty risk solutions leader. Our approach was to reimage branding, while transitioning to a modern website and user-friendly CMS. Simultaneously we developed a suite of multi-channel assets to support marketing and sponsorship activities for key meetings and industry events.

Instruments of Creativity
  • Branding
  • User Experience
  • Web Design
  • Copywriting
001

Ascot
Reimagined

Earning Ascot's Stripes

We conducted a competitive analysis to understand how investment platforms communicate their value, present data, and frame the advisor–investor relationship. These insights informed the development of core messaging and copywriting, ensuring Truthifi’s voice felt clear, confident, and uniquely positioned.

Old Colors, New Take

After multiple rounds, considerable deliberation, and many cups of coffee, Ascot realized the value of keeping their color spectrum front and center. We agreed.

The Brand Guidelines

KingFish established a framework for consistently communicating Ascot’s messaging, values, and personality across all mediums, including digital & print media, advertising, and marketing collateral.

BRAND COLORS

Leveraging the spectrum, our creative team curated a vibrant and unique color palette to enable Ascot to stand out amongst its peers.

BRAND FONTS

Classic, detailed, and streamlined for consistency across all channels and usage.

PHOTO TREATMENT

A comprehensive brand book was created to ensure consistent usage across all channels. We outlined tone of voice, use of photography, color, typography and more.

002

Videos to Inform & Inspire

Overview

KingFish developed a video series for use across social media and at events. The Ascot Group 20-year anniversary video was a hit, followed by other videos highlighting the Ascot Group’s presence, solutions, and verticals they serve in the US and UK markets.

003

A Fresh Look

STAND OUT FROM THE CROWD

KingFish curated highly visual experiential assets to reinforce the new bold look through tradeshow signage, booth displays, print, apparel, and branded merchandise providing a more memorable and impactful brand experiences.

004

Web Design

Modern problems require modern solutions

The reimagined Ascot Group Brand elements are featured prominently on the website, including custom iconography, curated images specific to industry, product, and downloadable sell sheets. As a multi-national company, a drop-down menu enables users to navigate directly to the subsidiary microsites for the Ascot Group US, Bermuda, Lloyd’s of London, and Ethos Specialty.

Check out the live site ⟶

Ascot Group - Insurance / Financial Services

Ascot Group -
Rebranding,
Web Design, and
Multi-Channel
Assets

Questions about how KingFish + Partners approached this engagement – and what the work means for organizations in similar situations.
What brand and marketing work did KingFish + Partners do for Ascot Group?
KingFish + Partners led a comprehensive brand elevation and digital modernization for Ascot Group, a specialty risk solutions leader operating across the US and UK. The engagement covered brand identity redesign with logo refinement and a new color system that preserved Ascot’s iconic color spectrum while modernizing the visual language, comprehensive brand guidelines, a full website redesign transitioning to a modern CMS, and a suite of multi-channel marketing assets for sponsorships, key meetings, and industry events. The challenge was to elevate Ascot’s marketplace presence as a specialty risk solutions leader while respecting the visual equity built over years of market presence.
Rebranding an established financial services organization requires modernizing without discarding the equity that years of market presence have built. For Ascot Group, KingFish + Partners explored multiple brand identity directions – including more radical departures from the existing visual system – before arriving at an approach that preserved Ascot’s iconic color spectrum as a central element while modernizing the execution. This decision was grounded in the recognition that Ascot’s colors were genuinely recognizable in their market, and that evolving the system around those colors would deliver a fresher brand without creating confusion among existing clients and partners.
Specialty insurance marketing addresses a sophisticated B2B buyer – brokers, risk managers, and underwriters who evaluate specialty risk solutions based on technical expertise, capacity, and relationship quality rather than consumer-oriented brand attributes. Brand work for Ascot Group reflected this requirement: the visual identity, guidelines, and marketing assets were designed to project sophistication and professionalism appropriate to an organization operating at the highest level of the specialty insurance market, while remaining accessible and memorable across the multiple channels where Ascot maintains presence.
A financial services website redesign is most effective when it starts with positioning rather than design. The website is typically the first place a prospective broker, client, or partner forms an impression – and if it reflects outdated positioning or undersells the organization’s sophistication, it undermines every other business development effort. For Ascot Group, KingFish + Partners rebuilt the site around clear articulation of the specialty risk solutions offering, a modern user experience reflecting organizational credibility, and a CMS structure allowing internal teams to manage and evolve it going forward.

Yes. In addition to Ascot Group, financial services brand and marketing work includes brand strategy for Truthifi in fintech, campaign work for New York Life earning a Silver Davey Award, messaging and website work for CSI in regtech, and digital experience work for Nasdaq. Financial services and insurance is one of our primary verticals. Contact us at kingfishmedia.com/contact.

Next case study

Keolis

PERFORMANCE MARKETING