Osaic Branding
This project involved the comprehensive rebranding of Advisor Group to Osaic. Collaborating closely with the marketing firm Sullivan, our team played a key role in establishing the foundational Osaic brand. We provided crucial input throughout the brand development process, contributing to the creation of a distinct and impactful identity within the competitive finance industry.
Problem
The challenge was to rebrand Advisor Group in a way that would differentiate it from its competitors and create a strong, memorable presence in the finance industry. The existing brand needed a refresh to better reflect the company's vision and values, and to resonate with its target audience.
Goals
- Contribute meaningfully to the development of the new Osaic brand identity in partnership with Sullivan.
- Help establish a brand that would effectively distinguish Osaic within the finance industry landscape.
- Create a brand foundation that was robust and adaptable for future growth and expansion across various channels and initiatives.
Research
The research phase, conducted in collaboration with Sullivan, involved a comprehensive analysis of the competitive landscape within the finance industry to identify opportunities for differentiation. We explored various brand positioning strategies, visual styles, and messaging approaches to ensure Osaic would stand out. This collaborative process involved in-depth discussions and feedback sessions to shape the core elements of the new brand identity.
Solution
The successful outcome of this collaboration was the creation of a comprehensive Osaic brand guide. This foundational document provided a strong and distinctive visual and verbal identity for the company. Our team then took this brand guide and played a crucial role in its ongoing evolution and expansion over the years. This included developing detailed photography guidelines, commissioning custom illustrations and icons, creating impactful marketing campaigns, and extending the brand across new channels such as top producer programs and initiatives targeting high-net-worth clients. The result was a dynamic and adaptable Osaic brand that continues to evolve and resonate effectively.
