The Family Firm

Rebranding a well-established wealth management firm with a fresh new style that appeals to all family types

THE CHALLENGE: The Family Firm was seeking a complete overhaul of their outdated and impersonal marketing materials, and required a marketing agency that could manage this rebranding process completely – from conception through production. This new brand needed to be fresh and attractive to all family types – including traditional families, same-sex couples and singles – and needed to play off the existing “Family Firm” name.

APPROACH: As a marketing agency that has helped 10 different companies from around the nation find their unique footprint in the crowded wealth management industry – Spring13 knew that financial management principles can often seem confusing to the layman. So, they began by developing new positioning statements and a new tag-line for the client. Next, they enlisted the help of an uber-hip illustrator from South Africa who designed original, whimsical artwork that was incorporated into the design of The Family Firm’s new logo and utilized throughout their new marketing materials.

RESULTS: Along with new messaging development, Spring13 oversaw the entire production process of The Family Firm’s new marketing materials, including brochures, folders, letterhead and notecards which incorporated their whimsical new logo. This resulted in a client who has differentiated themselves as the fresh, family-friendly face of wealth management firms and is now better able to reach a wider array of families with their important services.