09/09/2026
A fresh new look for a familiar name.
Our rebrand for PF Financial was about moving things forward while keeping the recognition and trust they’ve built with existing clients. Still very much PF, with an identity that better reflects their modern, joined up approach to financial planning.
Useful information first. That was the starting point for PF’s completely overhauled website.
Clear services, helpful content and straightforward routes to the things people actually want to find. All wrapped up in the refreshed brand.
There’s a balance to getting a rebrand like this right. Enough change to feel new, enough familiarity that existing clients know who they’re dealing with.
We reworked the PF monogram and paired it with cleaner lettering, keeping that clear connection to the original.
This is where it all starts coming together.
Taking the new identity into PF’s printed materials and physical touch points, with clear messaging and a consistent look that feels bold yet refined and somewhat understated, whether you’re flicking through a brochure or scrolling through the website.
Red has always been part of PF. We gave it a little more energy.
A bright ‘signature’ red, balanced with deep oxblood and soft clay tones gives the brand warmth and a bit more room to play across print and digital.
A good font pairing does quite a bit of heavy lifting.
Clean, modern lettering alongside a more traditional serif brings together the two sides of PF: an established business with a forward-thinking approach. Plenty of character, while keeping everything easy to read.
“Financial clarity for every chapter.”
A few words that bring PF’s joined up way of thinking into focus. Advice shaped around actual people, their lives, their aspirations and tying it into brand messaging that feels just as personal and approachable.
The smaller details deserve some attention too.
From the website to the business card you leave after a meeting, every touchpoint helps build trust and recognition. It should all feel like the same business, where
