Refreshing an Investment Advisor’s Brand for Today's Market
See how we helped modernize an investment firm’s branding and lean into their most profitable services through an updated digital presence.
The Challenge
Dated Branding & Mixed Messages
Retirement Resources was struggling with a dated website and logo that hadn’t been significantly updated since 2005. Their website wasn’t engaging or clear–it didn't relay the value that they provide to their clients. The visuals they were using only made a complex topic more difficult to understand.
From a brand positioning level, Retirement Resources was advertising themselves as both a B2B corporate retirement plan provider as well as a B2C investment advisor for individuals, leading to multiple messages and an unclear focus.
Location
Peabody, MA
Industry
Financial Services
Services
Logo Design
Brand Strategy
Website Strategy
Webflow Development
Print Design
Tools
What We did
A Full Brand and Website Revamp
hmpsn studio implemented the following solutions to update the Retirement Resources brand and website.
Brand & Visual Strategy
Creating a contemporary look & doubling down on niched services
We embarked on our full discovery and brand strategy process with the Retirement Resources team, giving way to a new logo and brand guidelines to modernize the look and feel of their visuals. See Retirement Resource’s Brand Pack.
Through our strategy work, we uncovered two core positioning opportunities of their branding that were pivotal to their team:
- They only want to focus on B2B growth (we stripped away the B2C messaging)
- One of their main differentiators was that they focus on educating clients to make the best financial decisions for their situation
Website Strategy, Design & Development
Developing a fresh web experience in line with their brand focus
We focused on building a new, modern site that better communicated their value proposition and the ways in which they help clients. The site speaks directly to what it is that they do for the businesses that they serve, what makes them different than a traditional retirement plan advisor, and contains a Resource Hub for people to learn more about different retirement-related topics.
- Website Strategy & Sitemap Development
- Message Development & Copywriting
- Fully-custom Webflow Design & Development
- External Resource Website Connection & UX Updates
Graphic & Print Design
Increasing brand awareness with a suite of branded items
What good is a new logo if you don’t show it off? To help bring the brand refresh full-circle, we also designed and printed a full suite of stationery items to support their in-person outreach. On top of that, we gave their team the tools to create additional branded items on their own.
- Business Cards
- Folders
- Letterhead
- Envelopes
- Notecards
Results
Retirement Resources Unveils Modern Brand and Enhanced User Experience
Retirement Resources now has a fresh, modern brand identity that reinforces their positioning of being a forward-thinking, trusted expert in the financial advising space. Their messaging is clear and speaks directly to their corporate partners' needs. Their educational content is easy to navigate and better helps employees understand complex investment topics and how to make the most of their retirement savings. Overall, the website better reflects Retirement Resources’ capabilities and leadership, helping them build trust and rapport with prospective clients.
Metrics
Our Collaboration at a Glance
Kind Words
We'll let our reputation speak for itself
“We have received substantial feedback from our clients and others in our industry about our new brand and website, and how they are all working so nicely in concert.”
Patrick McGinn
CEO, Retirement Resources
Our Promise
When you work with us you get...
Collaborative Partnership
Good work is not done in a silo–we work alongside your team to create the best brand & web experience possible.
Brand Revelations
Guided conversations and data-driven research help us uncover what has long been muddled.
Cutting-edge Design
Stand out from the crowd with show-stopping visuals that are just part of the package around here.