Transforming an investment firm into a “mirror brand”

They helped people make better investments. Now they’ll help them build better lives.

THE CHALLENGE

Goelzer Investment Management, an Indianapolis-based investment firm, had grown to $2 billion in assets under advisement after 50 years of business. But as their consumers’ expectations began to change, they needed to evolve to become a more purpose-driven brand—a “mirror brand” that reflects their target’s ideal lifestyle.

WE DELIVERED

Brand Identity / Website / Photography / Content Strategy / Collateral

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DEFINING THEIR IDENTITY

After extensive research, ES99 developed a refreshed logo, a completely new look and feel, and a new brand voice that speaks in a more inspiring tone. Based on a new tagline of “Dream. Invest. Live.”, the Goelzer brand now feels modern, forward-looking and relevant to their audience.

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BRAND CHARACTER

Trusted x Discerning x Thought-Provoking

DELIVERY

The centerpiece of the brand is the new Goelzer Investment Management website, which offers a curated experience that inspires the reader to dream about what’s possible. ES99 also developed a new content strategy that guides the creation of new sales materials, direct mail pieces and digital content. In each touchpoint, Goelzer now has a brand that feels harmonious with the institutions and high net worth private investors that they serve.

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“It was fulfilling to create new branding that not only reflected who Goelzer is today, but who they’ll be in the future.”

- LK, DESIGN LEAD

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See the website here: