Price Wealth

Price Wealth is a fully-independent boutique wealth management firm with 1.3B+ assets under management. Established in 2004, they help ultra high net worth individuals and families preserve and grow their wealth.

Although the firm was successful, they faced the challenge of an aging client base and the imperative to attract the next generation of ultra high net worth clients. The firm’s principals identified this growth target as a strategic imperative, but lacked the necessary clarity on the needs and preferences of these new prospects. Additionally, their brand identity, client materials and website were bland and conservative, and did not reflect their energy and their innovative approach to investments. To address these challenges, the company engaged us to overhaul their brand identity, collateral and digital presence in order to help meet their long-term strategic goals.

Identity Writing & Naming

After conducting our initial discovery and research, we worked to develop the core identity writing that would drive alignment and clarity for the firm moving forward, as well as the decision making related to visual identity, messaging and the digital experience. In collaboration with the partners, we developed mission and vision statements, brand pillars, and a core positioning statement in order to clearly define the firm’s focus, its future intentions and its unique place in the market.

Following this work, we determined that we should assess whether the current name – at the time Price Wealth Management – was sufficiently aligned with the newly-codified mission, vision and positioning. In our naming process, we juxtaposed potential new names against the existing name (and variations of it), and created a structure in which we could systematically assess the pros and cons of each possible option. In the final analysis, we determined that shortening the name to Price Wealth was most aligned with the firm’s positioning and long- to mid-term strategic goals.

Primary Logo

Brand Color System

Visual Identity, Copywriting & Digital

Driven by the strategy we solidified in previous phases, we developed a brand identity and materials that reflect notions of strength, discipline, innovation, and focus, while balancing the imperative to draw in younger clients with the sensibilities of existing ones. This included the design of print, environmental and digital materials such as a complete stationery suite, leave-behinds, office signage, presentation decks and an iPad brochure experience. These create a consistent series of strategic touchpoints that both support client cultivation efforts, while elevating the experience of current clients.

As part of our identity efforts, we developed a new system of messaging and copy for use in client materials and on the website that sought to clearly communicate the firm’s expertise, as well as their innovative, personalized approach to wealth management. We extended the brand to a new, responsive marketing website that acts as a key differentiator from competitors when prospective clients are considering wealth management options. Finally, we recorded the identity standards in a Brand Platform document that includes the identity writing, visual identity rules and guidelines, and collateral specifications to drive consistency of application by the internal team and external vendors.

View the website here.

Firm Overview iPad Brochure for Prospective Client Meetings