Lorence & Vander Zwart differentiated its three brands and articulated its message.
Our work with the partners of Lorence & Vander Zwart Financial Planning began with a series of mind mapping sessions to help us discover their business’s authentic brand story. Along the way, it became clear that the company actually has three faces for three different audiences: their financial planning clients, the colleagues to whom they sell money management services, and the clients of their colleagues. Each group has different interests and will be drawn to LVZ for different reasons.
LVZ has three different audiences and needs to communicate different information on different frequencies with each.
LVZ needs to differentiate its brands to avoid confusion.
LVZ’s financial planning clients tend to be hands-off personalities who want the firm to take care of their finances without involving them too much.
Based on the insights of the mind mapping sessions, Black Lake developed verbal and visual branding for the company’s three faces and tested them through focus groups of clients and colleagues. We then constructed three websites and a full suite of print materials aimed at the different audiences of LVZ’s brand.
- Logos and color palette
- Three branded, targeted websites
- LinkedIn page
- Radio spots
- Banner ads
- Identity collateral
- Leave-behind pieces
Black Lake consulted with the LVZ partners on how to roll out their new branded materials, including a reveal to their colleagues at LVZ’s annual conference. We also worked to get the word out through ads and radio spots. Black Lake now provides ongoing support for LVZ as they continue to grow all of the sides of their business.