Award-Winning Rebrand for an Investment Bank
Strategic rebrand for Guardian Investment Bank
Challenge
MBC Strategic was sought out by a growing investment banking and real estate firm to facilitate a rebrand for the parent company as well as brand and strategically position the firm’s sub-brands. The assignment included the development of a strategic and creative platform to identify the best possible scalable positioning for the firm as it expanded. It also included the concept and design of a complete brand identity system, including a new logo, messaging, suite of identity materials and website, new content for both web and print, advertising, and the implementation of a strategic public relations campaign that included the use of social media.
Strategy
The team at MBC began a three-month process of rebranding Guardian, beginning with significant market research, messaging platform development, through the core visual identity and launch of a new website for both the parent and key sub-brand. First, in defining the goals of Guardian’s rebrand, MBC’s brand strategists worked to hone in on appropriate imagery, color schemes and core messaging. Additionally, the team was challenged to position the company as an investment bank while repositioning the real estate and loan sale technology platform as a sub-brand. Leveraging a deep analysis of the competitive landscape key differentiating factors specific to the firm, MBC delivered a branding solution based on the investment bank’s ability to deliver clarity in a very complex marketplace.
Results
The website launched in August of 2011, featuring the new brand, logo, and content. To supplement the launch, MBC embarked on a public relations campaign to support the company’s growth and increase exposure nationwide. The new brand strategy better encapsulated and conveyed the strength and differentiation of the firm. With the help of MBC, Guardian has defined their role in the marketplace and is well positioned for future growth and continued expansion. Additionally, MBC received the Best in Class Interactive Marketing Award in the Financial Services category for the website redesign as well as a Platinum MarCom Award from the Association of Marketing and Communication Professionals for the rebranding project.
