Key Details
- INDUSTRY
- Financial Services
- SERVICES
- Market Research
- Brand Strategy
- Brand Identity
- Website Design
- Copywriting
- Photography
- Corporate Stationery
- BRAND ROLLOUT
- 2014
The Opportunity
Delphi was a private wealth management firm at a pivotal stage of their growth when they approached Ignyte in 2013. After setting up shop in 2009 during the worst financial crisis in 75 years, they had managed to rise to the top 10 percent in the industry in terms of size, with a growth rate in the top 5 percent. As is often the case, though, their meteoric success meant that Delphi had quickly outgrown their original identity. They sought to differentiate themselves within an industry seen as highly homogenous and in a city seen as not particularly sophisticated when it comes to capital markets. They wanted to be perceived as a highly respected firm that made institutional-caliber wealth management accessible to individuals and families, while still providing a personalized and customized client experience. Additionally, in order to continue to grow, they had to attract top-tier, Ivy League talent. What Delphi needed was compelling messaging that evoked an expert, exclusive, and sophisticated brand.
Brand Strategy
When it comes to services and benefits, most wealth management firms differ very little. Delphi’s primary goal was to differentiate themselves as established, exclusive, and sophisticated. Our research confirmed the current brand wasn’t projecting these attributes. We also discovered that the partners’ relatively young age, thought by the team to be a potential problem for client acquisition, was actually an important asset. Clients liked the idea of savvy wealth managers that would be around for decades to come. Youth became central to the brand’s positioning, messaging, and identity. We highlighted the contrast between Delphi’s fresh, contemporary identity system and the stuffy, outdated industry standard.
