Case Study: Burgess & Lee
A Clearer Brand & Digital Presence
Burgess & Lee is a financial planning firm built on clarity, trust and long-term relationships. As the business evolved, their website and messaging no longer reflected their expertise or warm, client-focused approach.
They asked us to refine the brand and create a modern, user-centred digital experience to support their next stage of growth.
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The Challenge
Although Burgess & Lee had a strong reputation, their online presence wasn’t working hard enough for the business. The website lacked a clear narrative, the structure made it difficult for prospective clients to understand the services available, and the messaging didn’t fully capture the firm’s supportive, human approach to financial planning.
With the business expanding into areas such as Life Planning and cashflow modelling, there was also a need for messaging that could translate complex financial concepts into simple, reassuring language for clients navigating major life decisions.
Our Approach
We began with an in-depth discovery process, reviewing existing materials, exploring the client journey, and understanding how Burgess & Lee supports people through key life stages.
This shaped a strategic foundation built around three pillars:
1. Clarifying the Brand Narrative
We refined the firm’s tone of voice to be warm, clear and expert—reflecting Burgess & Lee’s strengths as long-term guides rather than salespeople. Messaging was streamlined into straightforward, client-friendly explanations of pensions, retirement planning, wealth protection and life planning.
2. Designing for Real Client Journeys
The information architecture was rebuilt around the questions and needs people have when first seeking financial guidance. Service pages were reorganised, calls to action were simplified, and content was structured to help users understand their options quickly and confidently.
3. Creating a Calm, Modern Visual System
We introduced a refined visual direction and crafted a complete custom icon set to support clarity across the site. Every icon was designed to match the brand’s calm and contemporary aesthetic while helping visitors navigate complex information with ease.
The Solution - A Cohesive, Client-Centred Website
The finished website brings together modern UX, clear messaging and an accessible design system. Each page has been rewritten to explain financial planning in a way that feels supportive, not overwhelming. Navigation is intuitive and structured around the real life events clients are planning for, whether that’s retiring, reviewing pensions or protecting their family’s future.
The Impact
The new Burgess & Lee website presents a clearer, more confident brand, one that reflects the firm’s values and the quality of their advice.
Clients now have:
- A simpler, more reassuring way to understand their financial options
- A smoother journey through key services
- Content that translates complex decisions into accessible, jargon-free guidance
For the business, the website provides a scalable platform that supports future growth, new service areas, and ongoing client engagement. It positions Burgess & Lee exactly where they need to be: as trusted partners helping people feel more confident about their financial future.
Deliverables
- Strategy & Planning
- Brand narrative refinement
- Messaging framework and tone-of-voice development
- Full website rewrite
- UX-led site structure & build
- Complete custom icon set
Testimonial
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