Description

The initial Quinn brand identity and existing website had been quickly put together in a matter of days for a VC meeting after the first pivot.

It hadn’t changed after the second pivot to B2B and with growing interest from new customers and VCs, we felt it was time to re-evaluate if it was still “good enough”.

Our target audience had gone from B2C, Late Millenials with a income of between $50-100K, to B2B with a predominant focus on financial advisors and wealth advisory professionals (most of whom earn above $200K.)

With this in mind, the hypothesis was that the new brand identity needed to speak to this risk adverse, affluent persona where there would be a preference of working with an established, aspirational company over an innovative, contemporary brand (our previous positioning in the B2C market.)

In the past, I’ve worked on rebrands that would take months, from initial research, concepts, pitching, roll-out etc. However, with a number of high value prospects in the sales pipeline (and a certain amount of research and validation previously carried out) it was decided no more than 1-week would be allocated for the initial re-brand.

The scope was limited to logo, colour palette, product mockups, website, socials, pitch decks and any marketing collateral.

We had a brand-sprint on our hands!

After coming up with and pitching 3x different high level directions after 2 days, a clear winner was selected by the exec team. This was then developed and implemented during the remaining 3 days.

After less than 1-week of being live with the new site, we had a new RIA lead come in organically through the site and 1 week later we had them onboard as a new customer. With over $0.5bn in assets under management and a large customer base, it was a huge win.