Project Description


The Money Guardian was founded by Melanie Eastwood in 2017. It started out as a specialist micro entity focusing on mortgages. Its customer base grew rapidly and the business took on more employees. At that point, the team had a decision to make. Remain a small entity with a narrow focus. Or continue to grow by broadening its portfolio of services.

The team decided on growth.


The team had a clear vision and goals. However, the company’s existing brand had limited scope for growth. There was no brand strategy aligned to business goals. There was no customer messaging. And the value proposition wasn’t clear. The Money Guardian needed a new brand.

We started by hosting a series of workshops to uncover the new brand DNA – what the business stood for and what it could do for its customers. From these sessions, we were able to develop a brand more in keeping with the aspirations of the business:

  • Brand strategy (incl. regulatory requirements, competitor analysis, target customer groups and purchase behaviours)
  • Brand messaging (incl. a new value proposition, mission statement and key messages by segment and service)
  • Brand identity (incl. logos, colour palette and tone of voice guidelines)
  • Brand assets (incl. copywriting and image selection for the new website)
  • Brand content strategy (incl. 18-month plan for blogs, social media and thought leadership articles)


Our work for The Money Guardian had to fulfil two clear objectives. The first was to position the brand ahead of other financial advisors in a very crowded and competitive market. The second was to build on the initial success and enable The Money Guardian to gain on-going traction in the market through brand recognition.

We identified that The Money Guardian’s target market were people who weren’t just interested in growing their personal wealth. But also accomplishing life goals. So we built a new brand around a single-minded proposition, “Financial advice that’s all about you.”

We have taken The Money Guardian beyond traditional financial advisors or transactional services. The new brand is establishing an emotional connection with customers, which is generating trust and loyalty. And this is already helping The Money Guardian build longer-term client relationships to maintain its growth trajectory and add value to the business.



White Speech Marks

“River Creative have been a breath of fresh air to work with. They worked hard to understand our products, services and our business and what’s more, they are highly creative too! I would definitely recommend.”

Claire Bannell, Marketing Manager, Deutsche Post

“The work we did with River Creative 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’s team.”

Andrew McLean, Managing Manager, Compare the Cloud

“River Creative have 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.”

Sam Henry DipPFS, Principal, Salus Wealth Management

“I had the pleasure of working with Lennie when I commissioned his services to develop the microsite for Haringey Council's anti-knife campaign, I'm Out. Despite being given such a challenging task, Lennie and his team were able to deliver a website that more than exceeded my expectations. I am delighted with the microsite Lennie delivered and am grateful that I had the opportunity to work with someone who made a very stressful task, less so because of his professionalism and positive and flexible attitude.”

Sophia Brown, Senior Marketing Comms Officer , Haringey Council