CrossleyShear Wealth Management

SUMMARY OF WORK

Branding, Marketing + Digital Media

Challenge: As a premier Raymond James financial planning and wealth management firm, CrossleyShear Wealth Management (CrossleyShear) needed a brand refresh. Its previous identity was outdated and insufficient in demonstrating the company’s highly successful client-centric care approach and planning process. CrossleyShear partnered with Muse seeking to develop a new brand that was not only contemporary but reflective of the company’s core values and corporate culture.

Solution: Utilizing the Paradigm brand and culture assessment, Muse collaborated with CrossleyShear on a comprehensive rebranding initiative founded upon the company’s archetypal makeup. The end result was a vivid and energetic brand identity that aptly represents CrossleyShear’s culture and client commitment. The company’s enhanced logo includes two diamonds linked together –symbolic of the value and importance partnership plays in the organization’s success. While the color gray perfectly represents the seriousness of financial stewardship, Muse integrated orange as an anchor color representing its regional connection to Florida and the energetic brightness the state embodies. Orange was also strategically selected to represent the optimism CrossleyShear demonstrates towards its clients. In addition to the logo, the broad rebrand initiative included a supporting tagline, new website, redevelopment of the company’s entire marketing communication suite, enhanced advertising and incorporation of PR as a supporting channel.

Solutions Provided:

• Paradigm Brand and Culture Assessment and Mapping
• Logo
• Tagline
• Advertising
• Marketing and Communications Development
• Corporate Statements (Mission and Vision)
• Brand Guidelines
• Event Support
• Marketing Strategy
• Public/Press Relations
• Web Site Management and Development
• Promotional Merchandise Strategy and Fulfillment
• Business Development Strategy and Development