Putting client aspirations first

It began with two distinct wealth management firms: one, a vibrant young company focused on growth, and the other a well-established institution led by a single visionary individual. Bronfman Rothschild and Sontag Advisory were both highly successful, client-centric organizations with tremendous experience and expertise managing exceptional wealth and the myriad challenges it often presents. Both were eager to write the next chapter of their corporate story. Enter a third entity, NFP, a nationally-recognized insurance broker that had recently acquired Sontag. When leadership from these three prestigious brands came together, they envisioned a remarkable opportunity to create a best-of-breed advisory, and they turned to Grafik to direct the strategic effort.

We began by identifying the common threads across these organizations to determine how best to develop a brand foundation that everyone would embrace. Additionally, we sat with the leadership of NFP to understand vision and expectations for the new entity. Our comprehensive study of the two firms, their cultures and their competitors led the Grafik team to recommend a new brand name, Wealthspire, intending to capture the aspiration of the firms and their clients. We captured language that was familiar to both teams and built an identity that celebrated the best of both worlds. Ultimately, we delivered a brand strategy that framed the merger of two powerful firms and laid the foundation for future brand touchpoints.

With the new identity solidified, we took the existing digital presence of each entity and brought it together to tell a cohesive and consistent story on a new website. In considering the amount of valuable content housed on each of the sites, we mapped a content strategy and migration plan to support SEO efforts and to re-introduce Wealthspire as a thought and market leader.

This included the development of a tagging category system that supported the new content strategy and aided the Wealthspire team in migration. Since launching in October, bounce rates have decreased by ~10%, users and sessions are up 150%, and session duration is up 28%.