When it comes to lifestyle financial planning, there's no better partner than the leadership team at CoughlinGiambrone – a boutique investment management firm. Their focus is to develop unique financial roadmaps, with a strategy reflective of their clients' lifestyles, values, passions, and ultimate financial objectives. Their wealth management approach seeks answers to the tough questions that come with modern living.
The Brand Overhaul
The style of the original CoughlinGiambrone wordmark definitely had its time and place. When emerging as a financial management firm, most firms want to project an image of wealth, class, and sophistication. It’s common to select Gothic-style lettering with traditional shades of green and gold. This original logo provided the partners at CoughlinGiambrone with a visual identity, while they focused on what they do best – growing their clients’ wealth.
As CoughlinGiambrone has grown over the years, their business has naturally changed. They began their journey on a well-groomed trail and ventured onto a less-traveled path, as they evolved into a boutique lifestyle financial management firm. With that change, the look and feel of the visual identity needed to evolve as well. We worked closely with the leadership team to build their adventure-inspired look and tone – something that aligned perfectly with the partners’ active lifestyles and passion for the outdoors. It also consistently reflects the firm’s strategy of treating financial planning as a journey – one that requires a roadmap, tools for navigation, and some time planned for sightseeing along the way.
The overhaul of the brand included development of new marketing materials, business collateral, and new digital assets to properly communicate their values and strategies with their new family of clients.