Municipal Bond Manager Comprehensive Rebrand
Identity, Fund and Marketing Materials

CHALLENGE

As a $10 billion municipal bond manager with a roster of high net worth clients, Gurtin Municipal Bond Management felt it was time for their brand and materials to match their sophisticated approach as an asset manager. Gurtin approached MBC Strategic to perform a comprehensive rebrand encompassing new messaging, logo, identity, website, marketing materials, and even company t-shirts. The investment branding assignment included the development of a strategic and creative platform to identify the best possible positioning for the bond management firm and how it served both investors and financial advisors.

STRATEGY

The rebranding process began with the MBC team initiating significant market research including extensive stakeholder and client interviews. With the development of an overarching messaging platform, MBC continued to define the brand through a core visual identity and support messaging strategies. By honing in on the characteristics Gurtin’s clients held most valuable, MBC’s brand strategists landed on the most appropriate imagery, color schemes, a new logo and typeface possible. A deep analysis of the competitive landscape allowed for the determination of several key differentiators specific to the firm, giving Gurtin not only a resonant and authentic brand platform, but a unique one.

RESULTS

The team at MBC responded by creating something unique and sophisticated to match Gurtin’s approach and core values, communicating their most important trait – comfort – to both advisors and investors in delivering the highest level of research, though capital, innovative municipal strategies, client service and investment support. The website and brand launched in mid-2016, presenting a suite of materials together including the refreshed investment presentation materials and brand identity materials. With the help of MBC, Gurtin defined their role in the marketplace and is well positioned for future growth and continued expansion.

The project also won multiple awards from dotCOMM, MarCom and Interactive Media Awards for branding and web design. After growing by 40% in assets in just two years, the firm announced a strategic acquisition by PIMCO in the fourth quarter of 2018.