Brand Transformation for Financial Services Firm
Project Details
About Horizon Financial
Horizon Financial is a mid-sized wealth management firm founded in 1985 with over $1.2 billion in assets under management. With 45 financial advisors across 8 locations, they primarily serve high-net-worth individuals and families. Despite their long-standing reputation for excellent service, they were struggling to attract younger investors and facing increasing competition from digital-first financial platforms.
Project Goals
Our Approach
Discovery & Research
We conducted in-depth stakeholder interviews, client surveys, competitor analysis, and market research to identify opportunities for differentiation and audience needs.
Brand Strategy Development
We crafted a comprehensive brand strategy including positioning, messaging architecture, brand voice, and core values aligned with both existing and target audiences.
Visual Identity Creation
We designed a sophisticated visual system including logo, color palette, typography, imagery style, and branded elements that conveyed stability with a modern edge.
Digital Experience Design
We redesigned the website with a focus on intuitive navigation, personalized content paths, and mobile optimization, resulting in a 62% increase in time on site.
Implementation & Rollout
We executed a phased rollout strategy with internal training, client communications, and coordinated launch activities across channels.
Project Timeline
| Phase | Date | Milestone | Description |
|---|---|---|---|
1 | Month 1 | Research & Discovery | Stakeholder interviews, audience research, and competitive analysis completed |
2 | Month 2 | Brand Strategy & Design | Brand positioning, messaging framework, and visual identity system developed |
3 | Month 3 | Digital Experience Design | Website architecture, design system, and content strategy implemented |
4 | Month 4 | Launch & Optimization | Coordinated brand launch across all channels with ongoing performance optimization |
Technologies Used
Technology Stack Overview
Core Technologies
- Adobe Creative Suite
- Figma
Development Tools
- WordPress CMS
- HubSpot Marketing Platform
Infrastructure
- Google Analytics 4
- Hotjar for UX Research
Our technology stack was carefully selected to meet the project requirements and deliver optimal performance and scalability.
The Challenge
Horizon Financial was facing increased competition from modern fintech startups and needed to transform their outdated brand identity without alienating their existing client base. The challenge was to create a brand that felt contemporary and innovative while maintaining the trust and credibility they had built over decades. Their digital presence was fragmented, with an outdated website, inconsistent social media, and marketing materials that failed to communicate their unique value proposition to younger demographics.
Our Solution
We developed a comprehensive brand strategy that honored their heritage while positioning them for the future. This included a refined visual identity system, simplified messaging architecture, responsive website redesign, and a cohesive set of marketing materials. The new brand projected sophistication, reliability, and innovation.
Our approach included extensive user research with both existing clients and target demographics to identify perception gaps and opportunities. We simplified complex financial concepts into clear, approachable messaging while maintaining depth and expertise. The visual identity balanced traditional financial cues with contemporary design elements, creating a distinctive presence in a crowded market.
The website redesign focused on personalized user journeys based on investor profiles and life stages, with interactive tools that demonstrated Horizon's expertise and approach. We integrated their client portal seamlessly into the main site, creating a unified digital experience.
Before & After
The website transformation focused on personalized user journeys and clear value communication
The visual identity evolution maintained brand equity while introducing contemporary design elements
The Results
The rebrand significantly improved brand perception among both existing clients and target prospects. Website engagement metrics showed dramatic improvements, and the company saw a sustained increase in qualified leads from younger demographics without losing their core audience.
Within six months of launch, Horizon achieved a 145% increase in qualified leads, with 68% of those leads coming from their target demographic of investors aged 30-45. Client retention remained strong at 96%, demonstrating that the rebrand successfully appealed to new audiences without alienating existing clients.
The website saw a 210% increase in organic traffic, with bounce rates decreasing from 62% to 28%. Average session duration increased by 3.4 minutes, and conversion rates for consultation requests more than doubled. Social media engagement increased by 315%, establishing Horizon as a thought leader in their space.
Business Impact
More efficient marketing and higher conversion rates lowered acquisition costs
New positioning attracted higher-value clients across all age demographics
Staff reported greater pride in brand and improved recruitment success
Key Insights
- Financial brands can successfully modernize without sacrificing perceived stability and trustworthiness
- Personalized content paths significantly increase engagement with complex service offerings
- Internal stakeholder alignment is as critical as external positioning for successful rebrands
- Clear articulation of investment philosophy resonates more strongly than technical credentials with younger investors
- Visual consistency across all touchpoints has measurable impact on brand recall and perception
Implementation Challenges
During implementation, we encountered initial resistance from some long-standing financial advisors who were concerned about potential client confusion. We addressed this through dedicated change management workshops and creating comprehensive transition materials. Technical challenges with the CRM integration were resolved through a phased data migration approach that ensured uninterrupted client service.
Our Team
Led stakeholder workshops, developed positioning strategy, and crafted messaging architecture
Created user journeys, wireframes, and responsive design for digital platforms
Developed visual identity system, brand guidelines, and marketing templates
Simplified complex financial information and developed content strategy
Coordinated cross-functional teams and managed client communication
Future Work
Building on the success of the rebrand, we're now collaborating with Horizon Financial on expanding their content marketing program and developing personalized client portal features that further differentiate their service offering.
"The team at RTN Global understood exactly what we needed – a brand that would appeal to younger investors while reassuring our current clients. The result has transformed how our business is perceived in the market. Their strategic approach addressed not just our visual identity, but our entire client experience. The data speaks for itself – we're attracting exactly the clients we wanted while strengthening relationships with our existing base."
User Feedback
"As someone who's built my portfolio from scratch, I was looking for advisors who understand modern investments but still offer solid guidance. Horizon's new approach actually convinced me to move my accounts from a robo-advisor."
"I've been with Horizon for over a decade, and I was concerned when I heard about the rebrand. But they've maintained everything I valued while becoming more accessible. Their new planning tools are actually quite helpful."
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