The Goal

LBMC - The Goal
  • UNITE THE BRAND BEHIND ONE NAME
    Nine 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 VISUALLY
    Transform the parochial graphic approach to impress buyers with the power of the integrated services.

The Plan

LBMC - The Plan
  • LEVERAGE THE MOTHER SHIP
    Keep 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.”

The Execution

LBMC - The Execution
  • USE UNEXPECTED WIT AND CHARM IN THE BRAND VOICE AN
    Ordinary stock images would not do. Images were created specifically for the brand with a voice to match.
  • DESIGN FOR THE SCANNING READER
    Brief colorful overviews replaced long-winded brochures. Proof points replaced claims.
  • A TOTAL MAKEOVER TOP TO BOTTOM
    Every aspect of the firm’s communications—both market-facing and internal—was transformed

The Results

ALL BRANDS SELLING AS ONE

for the first time

300% INCREASE

in website traffic

$500,000

in new business attributed to the new brand in the first month alone

AAM BRAND LAUNCH

of the year 2016

LBMC - The Results

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