Investing Ethically are specialists in ethical financial planning, pensions, savings and investments. Their approach helps clients make informed decisions aligned with their personal values.
BRANDING | WEBSITE | LITERATURE | ILLUSTRATION | PHOTOGRAPHY | MARKETING
Phelan Barker initially worked with Investing Ethically in 2016, designing their brand identity and first-generation website. This recent project focused on the creation of a refreshed, second-generation website to reflect the firm’s evolving approach and growing client base.
The goal was to design a fresh, second-generation website that reflects a modern and welcoming approach to ethical financial planning. The new site needed to align with the values of Investing Ethically while presenting a contemporary look that appeals to both existing and prospective clients.
This butterfly-inspired identity serves as a visual expression of Investing Ethically’s commitment to sustainability, responsibility, and ethical practice. The chosen species, the British Swallowtail butterfly has particular significance, as it is closely associated with the Norfolk Broads and is one of the UK’s most distinctive and celebrated native butterflies.
By drawing on this species, the identity not only reflects the organisation’s geographical connection to the region, but also reinforces its respect for local natural heritage. In doing so, it creates a meaningful link between place, purpose, and visual storytelling. Beyond its environmental symbolism, the design also pays tribute to the on-going charitable initiatives that take place locally each year, highlighting a continued commitment to supporting community-focused and conservation-led efforts within the area.
The project aimed to create a light, engaging visual design that supports the introduction of updated content. A key priority was to ensure the website clearly communicates the business’s ethical foundations and its human-centred approach to financial planning. Just as important was delivering a clear and informative user experience that helps visitors easily find the information they need.
The result is a fresh, modern and fully responsive website designed to support Investing Ethically’s mission and attract new interest. The site features a clear and well-structured content layout that builds client understanding and instils confidence. Since launch, the website has received positive feedback from both existing and new clients, with noticeable increases in site traffic and new client enquiries.
