Rebranding an RIA
Doffin Investments Rebrand
Challenge
The investment professionals at this Los Angeles-based Registered Investment Advisory firm contacted MBC in 2012 to help them target and pinpoint a new brand, message and visual identity. The firm had a strong track record of successful investment management with a unique alternative investment asset allocation strategy and was looking to expand its practice and better define its core message and value proposition.
Strategy
The MBC Strategic branding process involved detailed research and stakeholder interviews to help uncover Doffin’s core identity and delve deeper into the attributes and consistency across their client base. Performing extensive due diligence and analysis, the investment branding team at MBC worked to uncover key differentiating factors in both the client experience and the investment process and strategy at Doffin Investments.
Results
Executing a strategy that focused on helping their clients make a change in their lives and take back control of their finances, MBC executed a comprehensive rebrand for the RIA that launched in 2013. Using active imagery and impactful messaging, colors and styling, the new brand identity helped Doffin immediately and better reach and connect with their client base. The comprehensive new brand stretched across web, print and digital and will serve as the foundation for the firm’s future growth. The MBC Strategic team went on to gain nationwide recognition, winning both a MarCom Gold Award and an Interactive Media Awards Outstanding Achievement Award for the Doffin rebrand at the end of 2013.
