Create a brand identity which accurately expresses the integrity, values, and ethos of an asset management firm.
Corrigo is an asset management firm which had recently incorporated and attracted private and institutional clients. With inquiries and pitch meetings gaining momentum, the need for branding, messaging, and collateral was crucial and pressing.
Delivering distinct positioning, messaging, and visual guidelines which captured Corrigo’s unique thinking was paramount. In order to identify market positioning, we had to learn Corrigo’s advantages from its stakeholders and translate these into messages and design which would resonate with customers.
Corrigo chose HOTS to provide a fresh perspective on their industry, as they felt an outsider’s take would serve as a stark contrast to a fatigued strategy. We ran a series of discovery and strategy meetings with the four partners, extracting all descriptors about what Corrigo is, and more importantly why Corrigo is.
Using this information, we built a comprehensive messaging framework which speaks to the Corrigo team’s values of Intentionality, Collaboration, and Intellectual Innovation. These pillars of messaging formed a brief that Corrigo will use to inform all future communication, and more immediately, was used to kick off our design work on logo, collateral, sales material, and web design.
Using the brand positioning and pillars, we worked through several options of design principles that would be memorable and differentiated but still industry-appropriate. The resulting Corrigo “shield” logo represents security and is comprised of four individual lines representing the four managing partners’ and their specialized expertise. Following the development of the shield, we then worked to identify a type treatment, business cards, letterhead, stationery, and brand guidelines to complete the Corrigo brand identity.
Referencing again back to the messaging framework, we developed an official “pitch deck,” This master document is modular and customizable for Corrigo’s different client types and audiences. With all of these pieces in place, designing and developing a website was a straightforward process as much of the graphical and text elements were pulled from the previous exercises. All copy was checked for compliance and the site purposefully alludes to values without giving away too much detail, as Corrigo’s client relationships really start “in the room” after credibility and focus is established via the site.
Building a brand identity from scratch meant extracting personal values and aspirations from four vastly different founders. Articulating those values into words and designs which accurately represented their vision while appealing to potential customers was no easy task. The particularly complicated subject matter of advanced asset management strategies added even more difficulty. In the end, our process got to the core of Corrigo’s positioning through expansion, reduction, clarification, and alignment. HOTS delivered stand-out messaging and creative that will drive Corrigo’s growth to the next milestone and help attract their intended client.