MGO Rebrand
I returned to MGO in 2022 as Creative Director to lead a brand refresh for the firm. The leadership team had determined that a fresh look and brand position where necessary to reflect the firm’s long-term ambitions. I led a multi-stage effort with key components:
Research and assess competitor brand positions
Interview stakeholders, clients, and peers
Develop comprehensive brand identity
Website Rebuild
A key element of the brand launch was building a new website that reflected out new mission and values. We built the new site from the ground up, seeking to avoid the endless lists of services and industries that plague our competitors and get to the root of the value we provide.
To achieve this we built a unique functionality that allowed visitors to search by outcome or goal, rather than by our strictly delineated practice areas.
Brand Messaging and Standards
We also put together a comprehensive document detailing the reasoning behind our brand update and explaining key elements. We also developed a detail brand guide for internal use, which provides specific guidelines for color usage, logo placement, tone and voice, and other brand elements for internal creative team and vendors to use.
Brand Identity
Here to Serve You - Going beyond the numbers to be a service-oriented financial services firm.
Where People Come First - By taking care of our employees we launch a cycle of human care that elevates our firm.
Where You Need Us, When You Need Us - Because the global marketplace does not sleep, we don’t either. We are available when and where you need us most.
Where most of our peers and upstream competitors are brusque, technical, and masculine, we went the other way to be warm, inviting and most of all human. Today’s consumers expect seamless service delivery and personal touch.
Mission and Values
The internal brand launch required a multi-tiered internal communications strategy that educated our team members on what was new and helped inspire them to live our values. We sent SWAG to every home and office, conducted live trainings, launched internal recognition and reward systems, and incorporated the tenets of the MGO Way into every meeting.
