UNITE THE BRAND BEHIND ONE NAMENine companies with different names fueled market confusion. We could not unwind the divisions formally but we could join them together visually and agree to a single firm name
JOIN THE 21ST CENTURY VISUALLYTransform the parochial graphic approach to impress buyers with the power of the integrated services.
LEVERAGE THE MOTHER SHIPKeep the separate companies but unite them using the familiar FedEx model of color coding and naming.
LEAN ON A KINETIC TAGLINE“Make a good business better” was modified as appropriate for different divisions; for example, wealth management employed “make your good fortune better” or, in many applications, “helps make your good fortune better.”
USE UNEXPECTED WIT AND CHARM IN THE BRAND VOICE ANOrdinary stock images would not do. Images were created specifically for the brand with a voice to match.
DESIGN FOR THE SCANNING READERBrief colorful overviews replaced long-winded brochures. Proof points replaced claims.
A TOTAL MAKEOVER TOP TO BOTTOMEvery aspect of the firm’s communications—both market-facing and internal—was transformed
ALL BRANDS SELLING AS ONE
for the first time
in website traffic
in new business attributed to the new brand in the first month alone
AAM BRAND LAUNCH
of the year 2016