What They Were Up Against
Glenmede is an investment & wealth advisory firm managing $41 billion in assets for ultra-high net worth individuals, families and nonprofits. With a reputation as a firm for old money, they struggled attracting younger, tech-savvy investors even though they had the same tools and strategies as large, global banking and financial institutions. Glenmede needed to reimagine their brand to achieve their accelerated growth goals.
What We Did To Help
Across business lines, the common thread the brand could own was “Purpose before money.” We developed a top-down brand strategy that included mission, vision, positioning and messaging that encompassed all business lines and audiences. We then created new visual identity for the brand housed in a brand book for all employees to access. With the foundation in place, we brought it to life with a suite of sales tools, thought leadership content, digital lead-gen campaigns and a new website.
Brand Strategy
Style Guidelines
Sales Tools
Digital Brochure
Digital Lead-Gen
Website
What Happened Next
The new brand strategy and visual identity were enthusiastically received during our sales team training sessions. Externally, we conducted a baseline brand health study and measured shifts in awareness, attitude and perception. The digital advertising lead-gen campaign showed uplifts in both lead volume and conversion rates.