Rebrand for a Fixed Income Management Firm
An Authentic and Collaborative Update to the Wasmer Schroeder Brand
Challenge
After 25+ years of successful fixed income management, Wasmer Schroeder & Company approached MBC Strategic for help with a comprehensive institutional asset management rebrand. The $9 billion asset manager needed a new logo, identity, messaging strategy and website showcasing its 16 separately managed account fixed income strategies.
As a specialist in both taxable and tax-exempt municipal and fixed income strategies, Wasmer Schroeder works with institutions, investors, investment consultants and wealth management advisors, offering a range of high-quality managed accounts across maturity and credit ranges. Their needs spanned the range of investment marketing materials, as well as investment website design and development.
Strategy
After extensive stakeholder interviews, client interviews, brand, and industry analysis, MBC suggested the rebrand to include a simplification and shortening of the firm name and brand expression to Wasmer Schroeder. The shortened name was meant to contemporize the brand while still holding on to the roots of the founding members—to provide a lasting legacy while making the firm stand for something more.
The messaging and design strategy focused on the integrity of the firm and its ability to do fixed income right, working together with both clients and partners. This was meant to showcase their collaborative approach to building fixed income solutions with an unwavering dedication to research, technology, and service. The sleek updated design scheme showcased the firm’s position within the institutional fixed income landscape, with a modern and elegant color palette and identity.
In addition to the new identity materials, the project included factsheets, firm and institutional decks, a corporate brochure, a new asset management website, along with a separate website for the firm’s mutual fund. The branding assets display Wasmer Schroeder’s insightful, human and collaborative approach—including warm and authentic photography of the teams and individuals across their Naples, Florida headquarters and additional national locations.
Results
The new Wasmer Schroeder brand launched at the end of the first quarter of 2019, with a coordinated update of both firm websites, as well as its entire suite of brand and marketing materials.
With an authentic and collaborative brand promise of doing fixed income right, Wasmer Schroeder’s new brand story is meant to inspire and imbue confidence and trust—in the firm’s history and future.
