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Award-Winning Rebrand for an Investment Company
Strategic rebrand for Ancora
Challenge
Ancora is a leading wealth and investment management firm offering proprietary alternative investment strategies, mutual funds, investment management, wealth planning and retirement plan solutions. They work with individuals and families, institutions, non-profits and business owners across the U.S. Since the firm’s inception, Ancora has organically grown in separate verticals spanning from hedge and mutual funds, wealth planning and investment management, to retirement plan services. Seeking to strategically align the breadth of services and funds, Ancora wanted to create a new brand hierarchy, an integrated investment management brand strategy and story to unite the verticals and targeted messaging to drive awareness.
Strategy
Taking into consideration the vision and DNA of the firm, market positioning, competitive analysis and audience profiles, MBC’s recommendation was to lead with a single brand of Ancora with distinct but complementary divisions. This brand architecture allows the firm to showcase its scale and breadth of offerings, lead with a single brand promise and the divisions can better facilitate cross-division growth. MBC then updated the visual identity and style that supported the brand promise and positioning, creating a service-oriented and solutions-focused brand across web and materials to appeal to both institutional and retail audiences. The comprehensive asset management rebrand included logo, colors, sales materials, strategy and fund fact sheets, integrated single website and coordinated launch announcement to the firm’s client base.
Results
The rebrand was launched in January 2018 with a modern, aspirational aesthetic, inspiring prospective clients to achieve more with Ancora. Consistent across web and materials, the updated brand identity, a compelling proposition that highlights Ancora’s products and services, and enhanced user experience across multiple touch points. The project provided Ancora with a framework for brand marketing, tools for business development and a compelling story to reach their target audience.
