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GPS Wealth Management
Client Challenge
The goal was to develop a brand for GPS Wealth Management that would distinguish it in the competitive financial planning landscape. The brand needed to communicate trust, care, and integrity, appealing directly to the archetypal values of its founder and intended audience.
Our Approach
Empathx Creative stepped in to bridge the gap between Touchstone Leadership’s intrinsic values and how they were perceived externally. The process began with a deep dive into Touchstone Leadership’s core—evaluating their brand archetypes to understand the foundational elements of their brand personality, mission, and vision. This meticulous evaluation was critical in crafting a brand strategy that would authentically represent Touchstone Leadership, aligning with their ethos and the expectations of their clientele.
Solution and Implementation
Visual Identity
The firm’s visual branding was developed to further support and communicate its archetypal values. Design elements, including the logo and imagery, were chosen to exude warmth, trustworthiness, and a heroic commitment to clients’ financial success and security.
Color Palette Development
A carefully selected color palette aimed to capture the essence of the Innocent and Hero archetypes. The combination of gentle, soothing tones with strong, vibrant colors was designed to embody approachability alongside a sense of security and reliability.
Verbal Branding
The verbal branding strategy was meticulously crafted to resonate with the firm’s core archetypes. The tagline “Guiding and Providing Solutions” was introduced to encapsulate the essence of the Innocent (Conscientious), Caregiver (Caring and Helpful), and Hero (Integrity) archetypes. This tagline, alongside strategically chosen keywords and phrases, was designed to highlight the firm’s dedication to guiding clients through their financial journey with care, expertise, and moral fortitude.
Outcome
The rebranding initiative for GPS Wealth Management was overwhelmingly positive, with the firm and its clients embracing the new brand identity. This alignment of the firm’s brand with its foundational archetypes fostered increased engagement, trust, and loyalty among clients. The introduction of the tagline “Guiding and Providing Solutions” played a pivotal role in this success, effectively communicating the firm’s mission and values, leading to a notable rise in inquiries and improved client retention.
Through strategic collaboration, GPS Wealth Management and Empathx Creative successfully crafted a brand identity that truly represents the firm’s character and values. This rebranding effort underscores the importance of a well-defined brand that speaks directly to a company’s ethos, enabling GPS Wealth Management to distinguish itself in the market and build stronger, more meaningful connections with its clients.