As part of the David Norton award prize, the firm spent time with marketing consultant Abbie Tanner of A Business Innovation and the rebrand is a result of this.
The firm, part of the larger Cooper Parry accounting brand, has changed its website to a black and white theme and used keywords to reflect the value proposition.
Keywords include focus, strength, clarity and simplicity and existing clients were asked to say what they value about working with the firm.
Chief executive Stephen Jones said: "We're still part of Cooper Parry but we wanted to have different branding as we are appealing to a different audience. Cooper Parry works with corporate clients whereas we're working successful private individuals.
"We have built a proposition that presents a viable alternative to a private bank or stockbroker for the discerning wealthy private client. By coordinating a team of experts from within Cooper Parry and other professional firms, we are able to look after all aspects of the client's affairs in a single integrated strategy."
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Since winning the David Norton award in 2012, Mr Jones said the firm had had won larger clients than before and seen revenue and assets under management increase.
As well as working with Abbie Tanner, it also won PR consultancy with Holt PR, business mentoring from Brett Davidson and business consultancy from Tracey Underwood of Pace Solutions.
Mr Jones said: "Winning the David Norton Award was not only a fantastic acknowledgement of our focus on business improvement and commitment to client care, it also provided further impetus to propel the business forward."

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