The Situation
Without a name or a brand, this group of financial advisors came to Frankel to create a brand identity that would resonate with people who had never worked with a financial advisor before. They needed a brand strategy, a name, a logo, a brand, a website and everything that follows.
What We Did:
- Research and Discovery
- Brand Strategy
- Brand Development
- Naming
- Logo
- Verbal and Visual Identity
- Website Design
- Website Development
- Event Marketing and Collateral
The Approach
First, we started with deep-dive discovery conversations with the founders. Seeking to understand their vision for now and into the future as well as their real-business needs.
Then, we did our research. Our initial phase involved a thorough audit of the competitive landscape to identify opportunities for differentiation. This included conducting primary research with key target audiences, gathering both qualitative insights and quantitative data. This research allowed us to pinpoint specific areas where the client could effectively address unmet needs within the market.
We also looked at how competitors communicated with their audiences across platforms. This analysis revealed opportunities to strategically position our client as an advisor for first-time investors (a positioning that others were not leaning into), develop unique messaging that wouldn’t use industry jargon, and build a distinct brand identity that would resonate with the introductory audiences.
The strategy was to create a brand that first-time investors would feel safe with and feel comfortable asking questions. An advisory that felt professional, yet accessible.
Naming
Through our naming process we landed on Portico. A place that evokes protection, yet a welcoming environment. A place where you could have trusted conversations. A space that has strong structural systems to support you and would invite you in.
Unlike other firms who lean on the name of their founder, the name Portico allows for the firm’s recognition to continue growing beyond any one person.
por·ti·co/ˈpôrdəˌkō/ noun a structure consisting of a roof supported by columns at regular intervals, typically attached as a porch to a building. |
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Logo + Branding
We created the logo as an artistic representation of a Portico. Designed to be a strong symbol that creates legitimacy and brand recognition.
The branding brings together everything we learned in the research and discovery. The messaging and tone connect with key audiences with jargon-free, introductory language, while also adhering to compliance regulations.
The visual identity conveys the serenity and trust Portico aims to provide to their clients. Leaning into imagery that speaks to the future life clients want. While the design elevates the overall branding of the Portico brand.
Website Design & Development
As the front door to the business, the website brought the brand’s identity to life. We designed the website and helped to bring this core piece of collateral to life, working seamlessly within a regulated industry. And explaining Portico’s services in a way anyone could understand, something that others in the space just weren’t doing.
Event Strategy and Marketing
We know that events are often pillars of an audience engagement strategy for financial advisors.
For Portico, their existing annual client appreciation event, Oktoberfest, was the avenue for officially announcing the new brand to clients. We helped prepare the presentation that would reveal and explain their branding efforts. We also beefed up their Oktoberfest event design and event materials.
Then, from a strategy standpoint, there was a need to engage prospective clients. In response to that, we worked with Portico to develop a conference that would be educational, a value-add, and a way to speak to prospects and current clients in a new format. We created the Portico Summit to be a place where the team can share insight and educational opportunities – further positioning Portico as a resource to clients.
We developed theming, messaging, invitations, signage, and collateral for the Portico Summit conference. Building another facet to their brand.
