Fortrova - Strategic Rebrand for a Premium Wealth Security Brand in the UK, Ireland & Spain
As part of my creative leadership role at Klinical, we developed the new brand identity for Fortrova - a high-end investment and wealth safeguarding company specialising in gold bullion and safety deposit boxes for HNW individuals across the UK, Ireland, and Spain. The project included a full strategic rebrand, from naming and positioning to visual identity and digital presence, repositioning the company for European expansion and a more premium audience.
Brand Strategy & Positioning / Brand Naming / Creative Direction (Visual Identity)
Strategic Repositioning for International Growth
The original name - Merrion Gold - limited the brand’s scope and regional perception. It suggested a narrow focus on gold and lacked the gravitas required to support a premium, multi-service offering in international markets. Through strategic discovery and competitor analysis, I worked closely with the founders to reposition the brand around security, exclusivity, and trust. The new direction laid the foundations for a more global identity - one that could confidently scale across the UK, Spain, and beyond.
Naming a Brand That Feels Secure and Sophisticated
The name ‘Fortrova’ blends two key ideas: fort - symbolising strength and protection - and trove, meaning a valuable collection. This combination perfectly captured the essence of the business: secure wealth storage and trusted asset protection. The name is short, distinctive, and aligned with the expectations of high-net-worth clients - evoking confidence, quality, and lasting value.
Creative Direction for a Premium Clientele
With the strategic positioning and name established, I directed the development of a refined visual identity. The brand’s look and feel was designed to appeal to an affluent audience, combining minimalist precision with rich, luxurious details. The colour palette - anchored in deep charcoal and gold - conveys both discretion and wealth. This visual system was rolled out across digital platforms and brand communications, helping Fortrova feel modern, secure, and elevated.
Digital Experience & Brand Consistency
Alongside the core identity, my team shaped Fortrova’s online presence and communication style. This included a premium UX design approach for the website - focused on clarity, trust, and user flow - as well as a tailored social media style guide to ensure consistent, brand-aligned content. Every digital touchpoint was crafted to reinforce Fortrova’s values of trust, privacy, and excellence.
Outcome
Fortrova is now positioned to serve a broader market with a more compelling, premium proposition - one that reflects its evolution and future ambitions. With a strong strategic foundation and a sophisticated identity, the brand is ready for continued expansion across Europe and beyond.
Bespoke Visual Identity Design
