Open to advisory & speaking
Profit Link
Brand redesign and brand strategy for Profit Link Investment Consultant, my boutique advisory firm in Dubai: a move from a generic blue mark to a private-bank identity, a full asset system, and a trust-led, referral-first brand platform.
Positioning: a boutique, by invitation
Profit Link is positioned as a boutique alternative to a family office, competing on relationships, discretion and access rather than volume or price. It is defined against impersonal mega wealth managers, robo-advisors with no human relationship and undifferentiated generic advisors.
Relationships over transactions
Long-term counsel built on trust, not product pushing.
Institutional access, personal touch
“The sophistication of a family office. The personal attention of a boutique.”
Generational thinking
Succession and family governance considered from day one.
Global expertise, local intimacy
Built for expat and multi-jurisdiction families in the UAE.
Tone of voice
Sophisticated but not stuffy, confident without boasting, calm and always discreet.
Values
Exclusivity, discretion, sophistication, personalisation and transparency.
From generic to private bank
The 2025 mark was a bright-blue geometric “P” with a bevelled wordmark. The new identity moves to a classic private-bank register: a custom PL monogram where a gold L interlocks with a navy P, cut by a diagonal “link” stroke, with PROFIT LINK set in Cinzel over a gold rule and a widely tracked Montserrat descriptor.
A production-ready asset system
The identity ships as a complete package: horizontal logo and standalone monogram in five colourways, vector and high-res formats, a web and social kit (favicons, profile icons, header logos, social cover, link preview), print and document files and large-format signage masters, with clear-space and minimum-size rules.
Trust-led channels and client experience
Acquisition is referral-first rather than advertising-led: LinkedIn as the single social channel for founder thought leadership, an invitation-only quarterly newsletter, white papers and speaking. The client journey is mapped from first contact to onboarding, with a physical welcome kit and an annual client summit as flagship touchpoints.
Foundation
Logo, guidelines, website build, LinkedIn presence, one-pager and pitch deck.
Launch
Website live, thought-leadership content, a first intimate client event and PR.
Growth
Newsletter, speaking circuit and partnership events.
What I delivered
- Positioning against mega wealth managers, robo-advisors and generic advisors
- Brand platform: promise, values and messaging pillars
- Tone-of-voice guidelines
- Logo redesign: PL monogram and Cinzel wordmark
- Five-colourway logo package with web, social, print and signage files
- Referral-first channel strategy and client-journey map
- Website structure and three-phase brand roll-out
Let's talk
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