Eighty years of independence, brought to life online

Bartlett Group has been helping people make better financial decisions since 1940. Independent and family owned for over eight decades, Bartlett works across insurance broking, employee benefits and wealth management, advising businesses and individuals alike.

 

They specialise rather than chase scale, with deep experience across investment managers, private equity, family businesses and charities, and relationships that often span generations rather than years.

 

It’s a firm built on judgement over templates, and on answering to clients rather than shareholders. Bartlett calls this being “designed to be different.” Their website needed to say the same thing.

Bartlett’s site was carrying two different colour palettes, purple and turquoise, which made for a confusing, disjointed experience rather than one cohesive brand.

 

The content told only part of the story too. The breadth of what Bartlett actually does across insurance, employee benefits, and wealth management wasn’t reflected in the sitemap, which held the site back in terms of visibility and clarity.

 

Bartlett came to us wanting a stronger, more consistent visual identity, a proper brand asset to build around, and a site structure that did justice to the scope of their services and gave them a real foundation for SEO.

We started in discovery, spending time in Bartlett’s Leeds office working through the sitemap and talking through the design direction. What came out of that session set the direction for the rebrand.

 

The clashing colour palettes gave way to a single, consistent identity, with updated typography and the hexagon introduced as a recurring brand asset, a shape that now runs through the site giving it a distinct, timeless look rather than a generic corporate one. That same branding was carried through to Bartlett’s internal slide decks, so the refresh reached beyond the website into how the business presents itself day to day. With a clear identity in place, we turned to the content itself.

 

The old sitemap only told part of Bartlett’s story, so we significantly expanded it with new pages and subcategories that properly reflect the breadth of what they do across insurance broking, employee benefits and wealth management. For a firm whose expertise lies in serving distinct audiences, from investment managers to family businesses to charities, that meant each part of the business finally had its own space to be found and understood, rather than being folded into a handful of generic pages.

 

We reviewed the existing site data and thought carefully about URL structure and SEO health throughout, so that expanded content was built to be found, giving Bartlett a stronger platform for organic visibility rather than just a bigger site.