Lawrence Decter Investment Counsel Identity

Client: Lawrence Decter Investment Counsel

Date: 2006

Objective: To create a new corporate identity for an already established financial firm.

Target Audience: Investors and financial professionals.

Concept: It was important to convey the idea of this financial firm as guardians of investment and wealth by taking the existing griffin illustration and placing two of them back to back. The logo sets the tone for the rest of the stationary and branding elements through the use of the classical figure.

Challenges: It was a demanding task to create a new identity while maintaining a visual association with a former, parent company so that its clients remain confident in keeping their business within the same family of trusted investment professionals.

Overview: In-depth research and numerous meetings with the client proved necessary to understand the mechanics of the investment industry. Development of the logo progressed accordingly and was applied to the stationary, corporate collateral and electronic media. A brand book was developed to explain, provide and outline the appropriate use of the new identity in order to keep the brand consistent for both internal and external materials. The brand book featured appropriate logo application, style requirements, colour palettes and guidelines. A website was designed and developed to provide a versatile layout for easy update of news, media and documents. Back-end development was also required for secure client access to external financial tools.

Outcome: Lawrence Decter Investment Counsel’s clients have successfully accepted the new identity and are using the website to access their accounts. The client was very pleased with our services and has since become one of our steady accounts.