Brand Refresh & Content Strategy

Overview

Transforming a traditional financial services firm with a modern brand identity and content strategy that resonated with millennials.

Evergreen Financial Advisors, an established financial services firm with 25+ years in the industry, was struggling to connect with younger clients. Their brand was perceived as outdated, and their content strategy wasn't resonating with millennials entering their prime earning years.

## The Challenge

- Traditional brand identity that appeared outdated to younger demographics - Content that was overly technical and failed to engage millennial audiences - Perception as a "firm for older clients" limiting growth potential - Limited digital presence and social media engagement - Need to maintain credibility while becoming more approachable

## Our Approach

We developed a comprehensive brand refresh and content strategy:

1. **Brand Audit & Persona Development**: We conducted extensive research to understand millennial financial concerns and created detailed buyer personas.

2. **Visual Identity Refresh**: We modernized their logo, color palette, typography, and visual language while maintaining elements of trust and stability.

3. **Messaging Framework**: We developed a new messaging hierarchy that simplified complex financial concepts without losing sophistication.

4. **Content Pillars & Editorial Calendar**: We created a content strategy focused on financial wellness, life milestones, and sustainable investing - topics that resonated with their target audience.

5. **Channel Strategy**: We expanded their presence to platforms where millennials seek financial advice, including Instagram, YouTube, and podcasts.

Key Results

• 156% increase in millennial clients within 6 months of rebrand
• 87% higher website traffic with 42% lower bounce rate
• 12 media features in publications targeting younger investors
• 215% increase in social media engagement across platforms
• 68% of new clients cited content as a key factor in choosing the firm