Koele Godfrey Investment Group, a respected independent financial services firm, faced challenges in effectively communicating its core values and standing out in a competitive market. Their outdated brand identity and underdeveloped digital presence failed to resonate with their target audience, including a younger generation of clientele.
The inconsistency across their website, marketing materials, and physical touchpoints weakened brand recognition and limited their ability to attract new clients. The primary challenge was to revamp their brand and digital presence to better align with their mission, enhance client engagement, and drive growth.
Brand Identity Overhaul: Revamped the logo, color palette, and visual style to align with core values.
Website Revamp: Designed a user-friendly, modern website that enhances client engagement.
Marketing Materials Redesign: Created consistent, professional marketing materials including business cards and brochures.
Storefront Redesign: Updated the physical storefront to reflect the new brand identity.
Target Audience Alignment: Tailored branding and messaging to resonate with women seeking financial independence and business owners.
Consistent Brand Experience: Ensured consistency across all touchpoints to strengthen brand recognition and client trust.
Logo and Visual Style
DevelopmentWebsite Design and DevelopmentBusiness Cards and Marketing Materials CreationStorefront RedesignTarget Audience Research and AlignmentConsistent Brand Messaging ImplementationComprehensive Digital Presence RevampOngoing Brand Strategy Consultation
Symposia facilitated a brand workshop with Koele Godfrey to thoroughly align on several key elements essential for the brand’s transformation. The workshop focused on defining the core Why, How, and What of the organization, clarifying its values, and identifying the target audience. Additionally, it explored the firm’s brand personality, assessed competitors, and mapped out key touchpoints. This alignment was a crucial step in ensuring that the new brand identity accurately reflected Koele Godfrey’s mission and values, setting the foundation for a cohesive and impactful visual and strategic overhaul.
WHY
Koele Godfrey Investment Group exists to create financial freedom for clients, helping them live purposefully both now and in the future. They aim to provide stability and clarity in a dynamic financial environment.
HOW
As fiduciaries, Koele Godfrey ensures that all advice and strategies are genuinely in their clients’ best interests. They offer unbiased, transparent guidance without being influenced by commissions or product sales. Their approach includes keeping costs low and offering educational support to enhance client confidence.
WHAT
The firm provides comprehensive financial guidance and strategies for individuals and families, focusing on managing and growing financial assets over a lifetime. Their services include financial planning, retirement strategies, and investment management, customized to each client’s needs.
CORE DEVELOPMENT
The Why-How-What concept is a framework for understanding and articulating a brand’s core purpose, approach, and offerings. It is based on the idea that a successful brand starts with a clear understanding of “Why” it exists—its core purpose and mission. This is followed by “How” the organization achieves this purpose—its unique methods and values. Finally, it explains “What” the organization does and for whom—its specific products or services.
Why it matters: This concept is crucial because it helps organizations articulate their unique value proposition in a compelling way. By starting with the Why, brands can connect with their audience on a deeper, emotional level, demonstrating a clear sense of purpose and commitment. The How outlines the distinct approach and practices that differentiate the brand from competitors, while the What clarifies the tangible products or services offered. Together, these elements create a cohesive and powerful brand narrative that resonates with clients, builds trust, and drives loyalty.
Symposia presented three unique initial concept directions to Koele Godfrey, each offering a distinct visual and strategic approach while remaining aligned with the brand core established during the brand workshop and core development phase. These concepts reflected the firm’s values, target audience, and mission, providing unique perspectives on how the brand could be visually represented.
Each direction offered different aesthetic elements and messaging strategies, allowing Koele Godfrey to explore various ways to express their commitment to creating financial freedom and fostering client trust. This presentation marked a key step in refining and selecting the final brand identity that would best resonate with their audience and embody their mission.
Each design direction was also mocked up across various applications to give Koele Godfrey a realistic visual of how the logos would appear in real-world contexts. This approach allowed the client to see how each logo could work on business cards, the website, storefront signage, and other key touchpoints, providing a more comprehensive understanding of each concept’s potential impact and versatility. For example, see below.
After presenting the initial logo concepts, the client provided valuable feedback, which guided the decision to move forward with a specific direction. Our team then refined the logo by selecting a new typeface and making sizing and layout adjustments to ensure it aligned perfectly with the brand’s vision. This process resulted in a final logo suite that effectively represents Koele Godfrey’s identity and values.
The new identity and brand for Koele Godfrey Investment Group were designed to align with their core values of honesty, transparency, and compassion. The updated logo, color palette, and visual style were chosen to reflect the firm’s commitment to providing personalized, lifelong financial strategies. The goal was to create a modern, approachable, and trustworthy brand that resonates with their target audience, including a younger generation seeking financial independence and business owners with complex financial needs. By ensuring consistency across all touchpoints, the new identity strengthens brand recognition, builds client trust, and positions the firm for future growth.
As part of Koele Godfrey’s rebranding, Symposia crafted brand messaging that highlights the firm’s dedication to helping clients live with purpose through lifelong financial strategies. The messaging positions Koele Godfrey as a trusted partner in guiding clients through all aspects of financial planning. Additionally, voice and tone guidelines were established to ensure consistent, approachable, and reassuring communication, reinforcing the brand’s authenticity and trustworthiness across all interactions.
The creation of a complete brand guide for Koele Godfrey Investment Group involved developing a comprehensive document that outlines the key elements of the new brand identity. This guide includes detailed specifications for the logo, color palette, typography, and visual style to ensure consistency across all touchpoints. It also defines the brand’s tone of voice, messaging, and key attributes such as “modern,” “approachable,” and “trustworthy,” which are central to the new identity.
Additionally, the guide provides guidelines for applying the brand across various platforms, including digital, print, and physical environments, ensuring a cohesive and professional brand presence in all communications and marketing efforts. This brand guide serves as a reference for maintaining the integrity and consistency of the Koele Godfrey brand as the firm continues to grow and evolve.
The consistent brand experience initiative for Koele Godfrey Investment Group focused on creating a unified identity across all client interactions, both online and offline. By aligning visual and messaging elements across the website, marketing materials, business cards, and storefront, Koele Godfrey reinforced its values of trustworthiness, approachability, and modernity. This cohesive approach strengthened brand recognition, built client trust, and showcased the firm’s commitment to excellence and integrity, leading to increased confidence and loyalty from clients.
Key Deliverables
The website revamp for Koele Godfrey Investment Group focused on creating a user-friendly, modern site that significantly enhances client engagement. The new design offers an improved user experience and streamlined navigation, making it easy for visitors to access key services like retirement planning and financial planning. The website also features comprehensive “About Us” content that embodies the firm’s core values of honesty, transparency, and compassion. By integrating these elements, the revamped website not only informs but also builds trust and connection with clients, reinforcing Koele Godfrey’s commitment to providing personalized, lifelong financial strategies.
As part of the brand overhaul, Koele Godfrey received redesigned email templates and signatures that aligned with their new visual identity, ensuring consistent and professional communication across all client interactions.
Additionally, a fully branded PowerPoint presentation was created, tailored for both internal and external use. This presentation template incorporated the new brand elements, providing the team with a cohesive and polished tool for delivering presentations, whether for client meetings, workshops, or internal training sessions.
The company folder was updated with the new visual identity, featuring the refreshed logo, color palette, and typography, ensuring that all marketing materials presented within the folder would align with the brand’s modern and trustworthy image.
The business cards were also redesigned to reflect the new brand attributes, providing a sleek and professional look that effectively communicates the firm’s commitment to excellence. These redesigned materials not only enhanced the brand’s visual consistency but also strengthened Koele Godfrey’s professional image in every client interaction.
The redesign of Koele Godfrey’s brick-and-mortar building signage included a comprehensive update to both the front and back of the building, with strategic logo placements that enhanced visibility and brand presence. Symposia also transformed the interior by designing a striking new entrance wall behind the front desk. This feature showcased the new logo in metal, prominently displayed on a painted wall in the brand’s updated colors, creating a strong first impression for visitors. The cohesive redesign of the exterior and interior signage reinforced Koele Godfrey’s modern and professional brand identity, ensuring a consistent experience from the moment clients approach the building to when they enter the office.
The transformation of Koele Godfrey Investment Group’s brand identity by Symposia has been highly successful, yielding strong results and a solid return on investment. By aligning the firm’s visual identity with its core values, Symposia created a cohesive brand experience that has boosted client engagement and brand recognition, leading to increased inquiries and new client acquisitions.
The modernized image has refreshed Koele Godfrey’s market position and uplifted internal morale, while the redesigned office space and updated signage have enhanced its professional and approachable identity. This comprehensive rebranding has set a strong foundation for future growth, ensuring Koele Godfrey is well-positioned to thrive in a competitive market and continue delivering exceptional service to its clients.
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