Edison are independent wealth management consultants providing financial planning and discretionary investment management advice, located in St James’s London. Established in 2007 the team is now 10 strong and approached Felt in need of understanding their point of difference and a brand refresh to create stand out in a saturated market.


The market is split into 2 areas – ‘old school advisers’ who trade on their name and heritage, doing business over lunch and the ‘new style advisers’ who emphasis their technical expertise but lack empathy, both focus on the money itself and how to make it grow. For novices both appear intimidating and corporate. Wealth management is a long term process that changes, as life changes.

Edison Website Homepage

Edison take a different view, they start with understanding their clients – what drives them, their goals in life and what they want to do, for individuals, families and trusts. Edison then work out how to make the wealth work to deliver their clients goals and let them lead the life they want to. They invest in building trusted long term relationships for life.

Edison Website Whole page

The ‘E’ in the logo is a hand drawn letter form to emphasis their personal approach. It is ownable, easily recognisable and can be used as a sign off within collateral. The colour palette is stripped back with just  a dark blue, light grey and an electric red which feels confident yet signifies a different and unexpected approach.

Edison – Logo Refinements

Their office is in the heart of St James’s in a Georgian building, we designed the environment as a reflection of the colour palette – stripped back with wooden floors and white walls, confident but different. The smaller meeting room is designed to be a more relaxed environment for clients with a large wall of books and upholstered lounge chairs, whilst the main meeting room has Carl Hansen wishbone chairs and a dominant stripped wood table, portraits of clients that feature on the website hand throughout.

Edison – Interiors – office
Edison – Interiors – small meeting room
Edison – Interiors – large meeting room
Edison – Stationary
Edison – Brochure
Edison – Letterhead
Edison Powerpoint – 1
Edison Powerpoint – 2
Edison Powerpoint – 3
Edison Powerpoint – 4