Throughout my career, I’ve seen examples of great organizations that lacked the proper dress or attire. By this, I mean that once inside the company, I observed impressive capabilities, special insights and knowledge of the markets they served, and sometimes, a rare level of integrity and commitment to deliver on their brand promise — but with marketing communications (the corporate dress) that did not accurately and appropriately represent those qualities in the messaging and visual standards of their brand.
Expression of a brand is a tricky thing. More often than not, companies are aware of the burden they are bearing in “ad hoc,” produce-as-you-go-marketing. For relatively new companies, there’s always the point in time where they recognize the need to up the ante and call in a professional design team to strategically and systematically architect and craft new ways of projecting their brand image.
This was the case in 2014 with Evercore Wealth Management. I am proud to say that we recently redesigned and re-launched their website and thought-leader journal, Independent Thinking.
One of the interesting things about my job is the diligence phase: The ability to ramble around in the back of any organization, conduct interviews, and learn more about the operational model. From the beginning, it was evident that Evercore Wealth Management was actually living the brand attributes that many of these firms tout. They are passionate, knowledgeable, experienced, and dedicated to projecting an accurate, sophisticated image in their marketing materials. The firm’s leadership — from the CEO, who was hands-on with copy and messaging, and all of the partners — is a model of professional excellence for other organizations to follow.
The company was founded five years ago. The marketing literature and website was understandably a humble reflection of the true capabilities of the firm. By 2014, it was time to audit and challenge the way the company communicated with various audiences.
To achieve their goal of better articulating their differentiation and positioning, and establishing the firm’s point-of-view in investment and trust services, Evercore publishes a range of original thought-leadership content.
One of our first recommendations was a communication strategy with a quarterly frequency that would allow for a simple, easy integration of content and branded imagery to both the website and print publication, Independent Thinking. We worked to make the thought-leader content serve as a flagship for marketing strategy, and sought to illustrate the firm’s perspectives though compelling, thought-provoking visual metaphors. Unexpected images — the kind one doesn’t anticipate in business communications — were selected to accompany original content, and ultimately functioned as an anchor for website homepages.
The photographs suggest wealth or family trusts services, but if one looks more closely, there are additional layers of meaning, which help reinforce the ideas behind each article. The design approach reflects the level of financial intelligence at Evercore, as well as to its sophistication, approachability, and leadership. The images are intended to evoke a simple, artful elegance.
In leading many of our branding initiatives, my primary purpose is to serve as a responsible steward for each client brand. I’m not a spiritual adviser, business analyst, or strategist, but there are important components of all of these roles in my job. With Evercore, we set out to deliver a platform of communications tools that could not only share, with clients and prospective clients, the company narrative in an easily updated, cohesive way, but also, clearly communicate the character or spirit of the firm — the intangibles.
A brand, expressed appropriately, should fit perfectly and “feel right”; it’s akin to choosing the perfect suit or dress. Part of our job that isn’t discussed often is how to get the nuances? The answer lies in the ability to conduct — i.e., ask the right questions to the right people — and to interpret and analyze research.
In choosing IridiumGroup for both front-end research and the visual identity that flows from it, Evercore could not have selected a more suitable agency-partner. For twenty years, we have helped academic- and research-based organizations on the nonprofit side, or worked in business services, data and analytics, and information services on the corporate side. We’re an exceptional fit with erudite organizations that are content-based in their business model and marketing communications strategy.
Through our own research and design, we always aim for that rare intersection where high art, intelligence, and practical purpose reside. Call it “art meets commerce,” with a twist of academic reason.
A few of the results for Evercore Wealth Management are proudly shown here. Professional team members included:
Frank McGill, Research
Yi Son Ko, Creative Director
Janese Castro, Project Manager
Abby Hassan, Print Production Manager
Minho Kim, Lead Developer
Ali Hoffman, Senior Designer
Cindy Hon, Senior Designer
Ezra Cohen, Executive Producer
Salvatore Salpietro, Technology Adviser
Tags: brand design, content-driven design, Evercore Wealth Management, Wealth Management, website design
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