Foundations Brand Refresh
The Problem
Foundations Investment Advisors is a high-growth startup that needed to look the part as they passed $2B in assets under management.
Solution
I introduced a new set of brand standards that helped modernize and simplify the brand.
Visit fiwealth.comBecause Foundations was a startup, there was no real marketing presence before I arrived. I immediately began the process to standardize the look and feel.
During this process, I realized that the brand did not reflect the company's modern and simplistic approach to institutional finances. So I went to work updating the colors, the main mark, typography, and more.
A brand is only as good as its usage. So I helped distribute the new assets. I also updated old documents and created new marketing materials with the new look to create consistency across Foundations' work.
Modernized Typography
A key element was modernizing the typography. After many tests, we settled on Ringside as our main font with Sentinel as a secondary accent.
The goal was to give a forward-facing, highly adaptable font for many situations (headlines vs. compliance statements) while calling back to the deep heritage that financial institutions have – as seen in the serif Sentinel.
See the website
The Payoff
Foundations wanted to get their name out into the RIA (registered investment advisor)space. A key component was to raise our social presence, which would reflect the new brand look.
Up to this point, there were less than 10 posts on both Instagram and LinkedIn for the company. The new look and feel helped us experience substantial gains in the social space – all while looking great while we did it.
new websites
That more accurately reflected Foundations
Increase in followers
On instagram and LinkedIn
