Building a Brand with Purpose - The Story Behind Pinchbeck Marketing & Advisory

On creating Pinchbeck Marketing & Advisory, we wanted the brand to do more than look good. We wanted it to mean something to reflect what we stand for, the values we hold, and the difference we aim to make through how we work and what we do.

It needed to convey clarity, confidence, and purpose, the same qualities we hope to bring to the organisations we work with through strategic marketing, board advisory and non-executive leadership.

A Brand Built from the Inside Out

From the outset, the development of the Pinchbeck Marketing & Advisory brand wasn’t about creating a logo or choosing colours. There is so much more to logo or name style! It was about defining an identity that aligned with the organisation’s purpose, vision and mission.

Purpose: To empower organisations to realise their full potential, not just to grow financially but to lead responsibly and create lasting value.

Vision: A future where ambitious businesses and organisations lead with integrity and positively shape the world around them.

Mission: To help organisations grow with clarity, confidence and purpose through expert marketing leadership, strategic consultancy and board support.

These ideas became the foundation of every design, colour and word choice that followed.

Collaborating with Diony – Bringing the Brand to Life

To turn this vision into a visual and verbal identity, we worked closely with the creative team at Diony led by Founder and Managing Director Alistair O’Sullivan, with design direction from Graphic Designer Grace Ward.

From our initial discussions, it was clear that Diony understood the dual nature of the business with its unique blend of strategic marketing leadership and board-level advisory. The challenge was to create a brand that captured both the creative energy of marketing and the credibility and assurance of governance.

Through a collaborative process of discussion, concept development and refinement, the Diony team helped translate that balance into a brand that feels professional yet approachable, modern yet timeless.

The result is a visual identity that reflects who Pinchbeck Marketing & Advisory are and what the business stands for: a synthesis of experience, insight and forward-thinking design.

Meaning in Every Element

Every part of the brand tells part of the story.

The stylised “P” within a circular motif symbolises direction, guidance and progress, echoing the advisory role we play in helping businesses and organisations navigate their own journeys.

The colour palette blends Navy Blue (Pantone 295C), representing trust, intelligence and professionalism, with Muted Green (Pantone 7736C), a symbol of growth, sustainability and balance. Cool Grey provides clarity and calm, ensuring the brand feels grounded and consistent across every medium.

And finally, a touch of Celeste, the distinctive light blue-green hue most famously seen on Bianchi bikes. It’s a small founder’s indulgence, a nod to his passion for road cycling, but it works beautifully, adding a sense of freshness and momentum to the brand’s professional core.

Typography combines EB Garamond for its sense of tradition and authority with Inter, a modern, digital-first typeface that conveys simplicity and accessibility.

It’s a carefully balanced mix designed to be equally at home in the boardroom as it is in the creative space – sophisticated, adaptable and grounded.

Values that Guide Everything

At the heart of the brand are the values that define how we work and how we aim to deliver impact.

Clarity with Simplicity – turning strategic thinking into actionable plans.

Collaboration without Ego – working alongside teams to build capability.

Commercial Creativity – connecting insight and imagination to drive results.

Independence with Impact – providing objective, outside perspective that delivers inside value.

These aren’t just words for a page; they’re the principles that shape every engagement, conversation and the work we do.

From Design to Direction

Developing a brand isn’t just about the visuals; it’s about creating coherence between who you are, what you believe and how you show up.

For us, the process with Diony reinforced something we often say to clients: your brand is the outward expression of the founders, leaders and all who work in, as well as the organisation itself. It is all part of its personality and what defines the business. It should feel authentic, aligned and lived, not just designed.

The result does exactly that. Pinchbeck Marketing & Advisory represents a blend of strategic insight and creative direction, a business built on experience, shaped by collaboration and guided by purpose.

Thank you to Alistair O’Sullivan and Grace Ward at Diony for their insight, patience and skill in bringing the Pinchbeck Marketing & Advisory brand to life.