A GOOD PROBLEM TO HAVE
The Money Guardian was founded by Melanie Eastwood in 2017. Initially a small, specialist business focused on mortgages, its customer base grew quickly. Demand soon outpaced the brand’s original scope, and the business had a choice to make — stay niche, or broaden its services and grow.
HOW I HELPED
Melanie had a clear vision for what she wanted the business to become, but the existing brand couldn’t take her there. It lacked strategy, consistency and a clear message to customers. The Money Guardian needed a brand that could evolve with the business.
I began by running brand workshops to define what the company truly stood for and the value it brought to clients. From there, I developed a new direction built around clarity, confidence and customer trust.
My work included:
- Brand strategy (including regulatory alignment, competitor and audience analysis)
- Brand messaging (new value proposition, mission statement and segmented key messages)
- Brand identity (logo, colour palette and tone of voice guidelines)
- Brand assets (copywriting and image direction for the new website)
- Brand content plan (18-month roadmap for blogs, social and thought leadership)
THE IMPACT
The new brand needed to achieve two things: position The Money Guardian ahead of other financial advisors, and create a stronger emotional connection with clients.
Through research and insight, I identified that the company’s audience weren’t just seeking financial growth — they wanted to achieve personal goals. The brand positioning was built around a single, clear idea: “Financial advice that’s all about you.”
This new direction took The Money Guardian beyond the transactional world of financial advice. It’s now a brand that feels personal, confident and genuinely invested in its customers’ lives — building stronger relationships, recognition, and long-term growth.
FINANCIAL ADVICE THAT’S ALL ABOUT YOU
FINANCIAL ADVICE THAT’S ALL ABOUT YOU
“Lennie has been a breath of fresh air to work with. He worked hard to understand our products, services and our business and what’s more, he is highly creative too! I would definitely recommend.”
“The work we did with Lennie was amazing and allowed us to hone down brand concepts and ideas. Being a creative company ourselves, also meant we faced a lot of challenges internally and these were very well smoothed out by Lennie.”
“Lennie has been an absolute joy to deal with and have produced work of the highest quality. The process of working in partnership with us, and ultimately the exceptional design work, has been highly impressive. We hope to remain clients of all yours for many years.”
“Lennie comes with many years experience within the creative industry and is able to transfer his excellent creative and project management skills onto team members allowing them to grow and flourish. With his studio management experience, he is able to drive business process improvements and change. I would highly recommend his creative services..”
Lennie didn’t hesitate to offer to help our charity Sustain For Life. He created some fantastic designs for our 2018 Christmas campaign which helped us generate essential charity donations. The turnaround of the work was quick and high quality making the whole process stress free! Having worked with Lennie previously for many years I know his work is consistently good and always happy to help. I wouldn’t hesitate to recommend.