Coaxing Out a New Brand for an Established Financial Services Firm 

We initially met the team at Baystate Wealth Management while working for the firm’s sister company and charitable arm, the Baystate Financial Foundation. As things tend to happen in the agency world, some corporate restructuring took place and the parent company took their web development in house. (learn more on our "Work" page here:)

While losing one of the largest financial services firms in Commonwealth isn’t always a good thing, there was an upside for BFD. That same restructuring, allowed Baystate Wealth Management became a little more autonomous, and as such, the firm wanted to go in new direction with their branding and website. Fortunately, they remembered us and we were able to come in and land the project.

Uncovering the New Brand

As an established firm, Baystate had already solid understanding of their core value proposition.  What excited us was being able to help them decide how that was executed in client facing applications like the website were the challenge for BFD. Changing external perception is never easy, but in this case, it was critical. Our infamous “brand interrogation” process brought out a clear vision from the firm’s leadership on how they wanted to be seen.

 A breakthrough came when we learned that the Firm’s senior partner always admired the simplicity and lack of pretentiousness of the CAA (Creative Artists Agency) website. So our natural inclination was to rebrand the firm as BWM. It brought in more options from a treatment standpoint and also provided some distance from the Firm’s “Baystate Financial” roots.

 (Creative Artists Agency Website: http://www.CAA.com)

 (New Baystate Wealth Management Website home page above the fold)

Given this as a starting point, the website and branding took direction. The website launched last month and early results have been great. Stay tuned for more about this ongoing project.

Does your brand need a refresh? Is your website showing its age?