Fiduciary Trust is a wealth management firm that supervises approximately $11 billion in assets for individuals, families and charitable organizations. The firm has a long history of providing service in the areas of investment management and intergenerational wealth transfer.
Fiduciary Trust charged Stackpole with building awareness of the firm and its investment management capabilities. Research indicated that prospects did not fully understand the range of investment management services the firm offers. A second goal was to build a preference for Fiduciary Trust over competitors.
Our strategy was to develop a branding campaign that would run in print and online. We negotiated a deal to place the firm in regional distribution of national business news publications including Fortune and Businessweek, as well as highly respected and heavily visited finance-oriented websites such as kiplinger.com, nytimes.com, and morningstar.com.
The campaign is one that is simple, bold and striking. We used visuals of skillfully hand-crafted objects as a metaphor for the expertise and attention to detail required of the most successful financial advisors. We then used dramatic photography for the primary visuals, set against a black backdrop to emphasize the imagery even further.