Toolbox strengthens wealth management firm's brand
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May 8, 2009
Toolbox strengthens wealth management firm's brand
SAN ANTONIO, TX — In the wake of legislative reform and a skittish economy, Dallas-based wealth management firm Smith Anglin Financial partnered with Toolbox Studios to develop a new brand message, identity and business development tools.
A leader in retirement planning and financial advisory services for commercial airline pilots, Smith Anglin's management team faced an opportunity when recent FAA legislation extended the mandatory retirement age of commercial pilots from 60 to 65. The extension resulted in the bulk of Smith Anglin's existing clients, as well as its pipeline of prospects, delaying retirement for at least another five years. Smith Anglin engaged Toolbox to recast the company's offerings to reach a broader audience with more immediate wealth management needs.
Toolbox led the Smith Anglin team through a comprehensive discovery and planning process comprised of in-depth interviews with staff and clients, as well as a competitive analysis and brand assessment. The new messaging and positioning developed by Toolbox enabled Smith Anglin to expand its market reach to a broader, high net worth audience while remaining relevant to its original book of clients. Toolbox then captured Smith Anglin's stewardship culture, approachability and no-nonsense communications style in the design and execution of a new logo, tag line, Web site, photography, custom sales sheets and identity kit.
"Toolbox walked us through a process that made handling complex and difficult issues fun and understandable," said managing partner Chris Lott. "The finished product is invaluable to our employees and clients in helping them comprehend what we do and how we go about getting there."
A leader in retirement planning and financial advisory services for commercial airline pilots, Smith Anglin's management team faced an opportunity when recent FAA legislation extended the mandatory retirement age of commercial pilots from 60 to 65. The extension resulted in the bulk of Smith Anglin's existing clients, as well as its pipeline of prospects, delaying retirement for at least another five years. Smith Anglin engaged Toolbox to recast the company's offerings to reach a broader audience with more immediate wealth management needs.
Toolbox led the Smith Anglin team through a comprehensive discovery and planning process comprised of in-depth interviews with staff and clients, as well as a competitive analysis and brand assessment. The new messaging and positioning developed by Toolbox enabled Smith Anglin to expand its market reach to a broader, high net worth audience while remaining relevant to its original book of clients. Toolbox then captured Smith Anglin's stewardship culture, approachability and no-nonsense communications style in the design and execution of a new logo, tag line, Web site, photography, custom sales sheets and identity kit.
"Toolbox walked us through a process that made handling complex and difficult issues fun and understandable," said managing partner Chris Lott. "The finished product is invaluable to our employees and clients in helping them comprehend what we do and how we go about getting there."
