Keeney Financial Group: Rebrand

A rebrand for a Maryland-based wealth management firm capitalizes on the concierge medical practice business model


THE CHALLENGE: Keeney Financial Group, a registered investment advisory (RIA) firm with $350 million in assets under management, contacted Spring13 to rebrand the firm, which has been in business since 1998.

OUR APPROACH: With Keeney’s commitment to impeccable service and due diligence, Spring13 saw an exciting opportunity to harness the firm’s approach to business by repositioning the RIA as a “5-Star Concierge Wealth Management Service.” Medical practices have been adopting a similar concierge approach for several years, and it made perfect sense to apply this fresh take to Keeney’s RIA business model to help the firm stand out from its many competitors. The new concierge positioning was crafted to appeal to today’s ultra-high-net-worth, time-deprived individuals, a key target audience for the firm.

THE RESULTS: Spring13 executed the new positioning into a breakthrough brand, including writing and trademarking Keeney’s new tagline: “Diligent. Distinctive. Dynamic.” And we coupled the tagline with an image of a service bell—hitting home the idea that Keeney is “at your service.” The inviting look of the photos throughout Keeney’s new website and marketing materials, featuring chandeliers and leather upholstery, creates a richness that signifies the 5-star quality service clients can expect from Keeney, wrapped into a luxury brand feel. The new color palette of heavy gold overtones and rich blacks also exudes the feel of richness and luxury.

Spring13 has been Keeney’s branding and digital partner since 2016. In addition to completely rebranding the firm, including developing Keeney’s new positioning and creating a new logo and tagline, we designed and developed a responsive website with parallax scrolling, assisted in rewriting the team bios and helped employees optimize their LinkedIn profiles to enhance SEO. We also created a complete corporate identity system—from business cards to e-signatures—and helped manage the print production process. And we assisted in selecting the new look for Keeney’s office space. Phase two for Keeney includes a digital marketing plan and a launch package to inform current clients and prospects of the new brand.