Wealthcare Capital Management turned to Roger West for a brand image that would allow them to reclaim their deserved space as an industry leader.
The Brand Identity Dilemma
As the original creator of Goals-Based Wealth Management, Wealthcare Capital Management has a lot going for them. In fact, they are a force to be reckoned with in the financial advising industry. But after 25 years in the business, their brand identity was outdated and failed to adequately position them as a leading industry icon.
In a crowded space working with nationally recognized brands, like Wells Fargo and Nationwide, Wealthcare needed to stand out with a high-quality brand image and message. After all, their revolutionary Goals-Based Wealth Management process and platform has transformed the world of wealth management.
A Brand New Position
The Roger West team started by re-writing the company’s value proposition to create a bold statement that not only appealed to the advising industry, but also set them a part from the sea of competition. The tone was direct, confident and marked the beginning of positive change within their company.
Next, Roger West turned to the look and feel of the company’s brand image. Starting with the logo, the RW team created an icon that was just as bold as the company’s message. Through multiple jagged shapes and bright colors, the new logo sends a message that Wealthcare is forward-thinking and actively reshaping an entire industry.
The new design didn’t stop at the logo. Roger West also created new collateral, including:
- Business Cards
- Email Signature
- Presentation Templates
- Sales Collateral
- HTML Emails
- Branding Guidelines
Finally, the new brand was applied to the company’s subsidiaries brands, including their Goals-Based Wealth Management software, Financeware.
“Roger West did an outstanding job in helping Wealthcare rebrand itself by blending both software and advisory businesses with unique, yet associated logo systems and then transposing our new identity package to the web and other collateral. Throughout the process, Roger West delivered their work on time and within budget.”
Michael Ashker, CEO of Wealthcare Capital Management
The Website Refresh
Rebranding Wealthcare was just the tip of the iceberg. The Roger West team also created a custom website using the company’s content management system, WordPress. The new website not only features a branded responsive design and several custom layouts, but it also includes a variety of technology features that make it easy for the Wealthcare marketing team to manage and update content.
For example, Roger West built a custom resources section that allows Wealthcare to publish content on a regular basis, which helps to position them as a thought-leader in their industry, as well as provide valuable resources to their advisors.
About Wealthcare Capital Management
Wealthcare Capital Management is the creator of the original goals-based investment methodology invented more than 15 years ago and holds 12 patents on this proven financial planning process. Driven by the belief that both advisors and investors deserve a better way to achieve their life dreams, Wealthcare Capital Management provides a full-suite of practice-management support services that empower advisors to achieve a fulfilling career, while giving investors an objective, personalized client experience. The Wealthcare team backs the entire process by our industry-leading software, Financeware, which more than 30,000 advisors use nationwide.
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