Private wealth management company, KMD, needed a new, high-end brand to take their company to the next level. Dealing solely with wealthy clients, they needed to exude quality to attract new business, stand up to established competitors and convey their unique selling point - that the clients themselves are the customers, not their pots of money. Expertise, reliability, approachability and the desire to forge long-term relationships were the key company values.
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Warming and humanising the brand was our overriding objective, not only to instil reassurance in KMD’s expertise and experience but also to enable clients to see the positive end results from entrusting their finances to the firm’s advisors. The result is a very classy blend of corporate and warm colours, a conversational, soothing tone of voice and positive, emotive imagery that all combine to convey the quality and service necessary to satisfy their target audiences.
The whole purpose of KMD’s public-facing material is to motivate a face-to-face meeting and this call to action is woven into the portfolio website. To this end, the site had to strongly represent the brand and its attractive values while conveying fairly heavy technical detail in quickly assimilated and easily digestible sections. A great experience on any device, it creates an instant connection with the user and gives them the confidence to engage.
The new brand was extended into a multitude of brand and marketing assets ensuring a strong, consistent experience at all points of contact. Attracting new business is about quality rather than quantity for KMD and marketing involves a direct approach to cherry-picked targets and general brand awareness in their operating area. Campaigns and associated material are designed to cement KMD’s deserved reputation as a pillar of the community.
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