CLIENT

CapTrust Financial Advisors

SERVICES

Strategic Planning
Design Research
Brand Identity

METHODS & TOOLS

Persona building
Mind mapping
Assumption testing
Visualization
Concept development

PROBLEM

CapTrust had an established logo, but the other visuals of their brand were inconsistent leading to a degradation of their look. This ultimately led to a decrease in the perceived value of their brand. For a company that represented millions of dollars in customer assets, it posed a problem to new accounts. 

PROCESS

Working with Highland Group, we evaluated all of their visual touchpoints going back several years. We saw a change of look and specific design choices that were antithetical to the brand. By putting all the brand assets in one big visual, we were able to identify which options to discard and which should continue. We also developed mood boards for competing brands to evaluate CapTrust’s visual appearance in the market place. These methods allowed us to choose new typefaces and color pallets that carried the brand forward without being a radical shift. Our work also included establishing design systems for the brand in both print and web. Lastly, a new visual guide was created for use by future designers. All assets and rules for use were then packaged into a digital pdf booklet.