Potomac Financial Group



Branding, Marketing + Digital Media

Challenge: With a rich tradition of wealth management success, Potomac Financial Group (Potomac) was seeking a new identity that better reflected its personal approach to financial care and was an enhanced representation of its organizational culture. They were also looking for a more contemporary brand image that aligned with its leadership’s corporate vision.

Solution: Through the use of Paradigm, Muse’s brand and culture assessment, Potomac’s archetypal DNA was identified and used to create a regionally connected and personal brand that has received raving reviews. The centerpiece of the rebranding initiative was development of a new logo that would resonate with the Maryland region and Potomac client base. After much exploration, the image of a great Blue Heron in flight was selected as a logo treatment. The Heron, an iconic bird in the region that also symbolizes grace, independence, patience, resourcefulness, intelligence and stability, was an organic fit as it represents Potomac’s corporate values and client promise. Potomac’s color palette and typography was strategically developed to align with its archetypal makeup and employee cultural attributes. Additionally, Muse developed “Find Your Freedom” as the brand’s tagline and core mission of empowering clients to achieve financial independence. The rebrand was accompanied by a comprehensive marketing campaign and subsequent enhancement of all marketing communications and the client experience.

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
  • Corporate Client Newsletter Development and Management

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Corporate Contact
2214 Buckingham Road
Wilmington, DE 19810
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