Branding Strategy for an Investment Advisory Firm
New Logo, Messaging, Materials and Website
Challenge
HCR Wealth Advisors is an established Los Angeles-based wealth and investment management firm specializing in financial planning services for specific client verticals: Athletes, Business Owners, Divorcees, High-Net Worth Families, and Retirees.
Known for comprehensive financial solutions across a wide range of money matters, from estate planning to cash management, paired with a strong commitment to those they serve, HCR differentiates itself through a unique understanding of their client’s lifestyles, allowing for the firm to tailor plans effectively and provide an unparalleled client experience. HCR approached MBC Strategic to execute a strategic rebrand to position the firm as a leading independent wealth advisor, as well as develop a sleek, best-in-class website to reflect the firm’s sophistication, expertise, and quality of service.
Strategy
After engaging in extensive due diligence regarding company history, competitive analysis, stakeholder interviews, and design exploration, our recommendation was to utilize a lifestyle-driven messaging and design platform that speaks directly to the client verticals through clean, modern design and an empathetic, story-driven point-of-view. We took a modern, minimalist design approach, focusing on simplicity of navigation and clarity of services, in addition to cultivating a more personal feel through human-centric imagery. Rather than explain their services in body text, we created a financial service “roadmap” that clearly laid out what HCR does in a sophisticated way. Additionally, we created content to provide a systematic feel which translates to the client’s peace of mind knowing HCR has a process in place for them.
The messaging took a similar personal tone, speaking directly to the client and homing in on each target vertical, creating tailored stories for each. Supplemental messaging was aimed at solidifying this objective through support content focused on HCR’s ability to navigate important moments and maintain composure so the client can live their life without the financial anxiety that comes with it.
Results
This rebranding project provided HCR with a framework for brand marketing, tools for business development, and a compelling story to reach their target audience, elevating the firm’s value proposition, brand story, and top-level messaging. By earning a reputation for objectivity and empathy in the financial planning and investment management space, HCR will continue to be an exceptional advisor with their new brand story.
HCR’s rebrand was launched in September 2019 with a modern, inspirational aesthetic consistent across web and materials, highlighting HCR’s products and services and providing an enhanced user experience across multiple touch points.
The project won a Platinum Award from dotCOMM for their rebrand in 2020, an award for Outstanding Website in Web Development from WebAwards, and a Platinum Award for Branding Refresh from MarCom.
