A financial services firm in the Chicago suburbs approached us to help them strategize a new name and brand for their company. After over thirty years of working with businesses and families in a variety of financial planning situations the company grew to a point where they needed a new outlook on their own future. Taking them through the branding process uncovered a few organizational questions that were given a clear answer to go along with their new logo.
The layered symbolism of the logo allows the financial advisors to use it as a talking point when they sit down to tell their companyâ€™s story. The shield conveys security and trust, while the rotating leaves represent the four partners passionately working for their client's financial growth.
Forming a personal connection with their clients required touchpoints that avoided the overused, slick financial vernacular. The letterhead, envelopes, and business cards were printed on a very tactile uncoated soft cream paper, and the business card takes it a step farther by using letterpress printing to make a memorable first impression.
The logo was embroidered on polo shirts, sweaters, and pullovers to give out to clients as a promotion.