RidgeWorth Brand Development

Integrated Marketing Brand Development

Challenge

Facing new ownership structure, the client was excited to present itself to the industry in a new way. Technology leadership was part of this narrative, and it was crucial to provide relevant solutions to the target audience that would lead to an increase in sales.

Solution

The team approached this challenge from multiple directions with a thorough understanding of the sales and marketing materials across channels and media. The comprehensive view provided a great opportunity to truly understand the distinctive message and identity that built off the historical brand while taking it in a new direction.

Results

Institutional and advisor audiences better understood the value of each product. New content and an infographic-like display of product information made the content come alive. Additionally, database relationships between product pages and other content on the site allowed for automated links to improve wayfinding and navigation to improve sales support.