Brand positioning and identity for Northbrook & Co., a Leeds wealth practice founded by three former private banking directors: institutional authority without institutional coldness.
Read the Northbrook & Co. case studyInkbot Design
Strategic Branding Agency
Brand strategy, identity and positioning for firms that sell expertise: law, accountancy, financial advice and consulting.
- Free Brand Equity AuditA 2–3 page written diagnostic. No sales call, no obligation.
- See Client WorkPositioning and identity for firms that sell expertise
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- Meet Inkbot DesignStuart Crawford and how we work
- Read the InsightsPractical thinking for firms that sell expertise
Selected work
All case studiesNorthbrook & Co.Private wealth management
Who you work with
I’m Stuart Crawford. I founded Inkbot Design in 2009 and lead the brand strategy and creative direction on every engagement myself, for firms that sell expertise: law, accountancy, financial advice and consulting. Clients in 21 countries; juror for the International Design Awards and the ADS Awards.
About Inkbot DesignThe Authority Gap Score
How much high-value work is your brand quietly costing you?
Five questions on how your firm is positioned, perceived and remembered. Score your own brand, then see where the gap between your expertise and your market’s perception is costing you work.
- Five questions, about two minutes
- Scored instantly, with nothing to submit
- Your result carries into the free audit
Your Authority Gap Score
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See exactly where the gap is, in writing.
This score is directional. The free Brand Equity Audit™ looks at your positioning, messaging, visual consistency and visibility, including how AI tools describe your firm, and sends you a 2–3 page written diagnostic with the fixes that matter most.
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Bio check
Partner Bio Grader
Paste a partner or team bio and score it out of 100, with the clichés marked and a fix for each check.
Copy test
Sameness Checker
Paste your homepage or About copy and see which phrases a competitor could have written too.
Budget
Rebrand Cost Calculator
Indicative UK rebrand fees, from a freelancer to a network agency, plus the costs fees don’t include.
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Three articles that explain how we think
Positioning
Expertise Positioning Strategy: How Firms Get Chosen Before They Pitch
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Brand audit
Brand Audit for Professional Services: The Fee-Defending Method
How to find where your brand is undercutting your fees, step by step.
Rebranding
How to Choose a Rebranding Agency for a Professional Firm
What to ask, what to compare and what a good proposal looks like.
