Situation
Badgley Phelps, a Seattle-based wealth management firm, needed to modernize its look to better align with the services it provides to its valued clients, as well as to better reach both existing audiences and the younger face of wealth.
Task
Create a totally new brand with a logo, website, business papers, brand guide, signage, marketing collateral, and social media presence. And, provide a templated ad, blog, and social media system for internal use.
Action
Created multiple brand concept pitches, with a copywriter collaborator, including digital to print, and pitched them to the client. Produced and art-directed photoshoot and managed photographer, stylist, and makeup artist. Created a series of touched-up photos for brand use as well as a curated stock library. Created responsive UX for every web page and worked with the client to finalize before moving to final design and full production with the developer. Created and designed all print materials and managed the process to press. Created extended brand look and feel for an ad and social media template series for future client use.
Results
Three conceptual directions were presented. Ultimately, the firm chose a look designed to emphasize balance. Badgley Phelps’ rebranded presence illustrates its rich history in wealth management and financial planning and its commitment to continued innovation. It illustrates the thoughtful planning countered with quick action.
This balanced concept shows through in the color scheme, image selection, and overall design—as well as in the new frequency at which the firm communicates with its audiences on social media and through its blog. Clients know the firm's advisors understand their business as well as their personal goals.
Sessions from new visitors increased 50 percent in the first six months. The blog afforded Badgley the opportunity to easily publish content and add new pages on a regular basis, improving SEO. The 25 total pages added helped to drive a 48 percent increase in traffic from organic search and a 187 percent increase in sessions from social referral.
Role
Art Director (UX, Design, Photo Retoucher, Print Manager)
Collaborators
Copywriter, Photographer, Hair, and Makeup Artist, Developer, Production Artist, Printer, Sign Maker
