**Update to brief Feb 5, 2009** - We are getting bored with how similar all of the submissions are. All of the fonts are almost identical (all sans serif), and we're seeing very little creativity that makes one designer stand out from another. We would like to see more designs that incorporate different font styles (including scripts and cursive), and even different color schemes. We provided some initial direction, but we are by no means set on those ideas. Please demonstrate your ability to do custom work and to make your work stand out from the crowd. Please provide some variety in font styles and some new designs that make your work stand out. Thank you.**
This project is a rebranding project. We used 99 designs to create our brand identity packet, but our company took off very quickly, and we now want a name that is not centered on just the name of the founder. We have two partners now, and we'll soon have a third. Rather than create a string of partner last names (like law firms often do), we decided to create a brand name that could transcend the addition of many more partners and help us continue to build a national brand and identity.
Our new name is going to be Main & Market Wealth Partners. We worked with one of the top rebranding firms in NYC to help us come up with our new name. Main & Market brings to mind an intersection where ideas and people are converging in a thriving urban environment. It also brings to mind Main Street converging with the Market, as in the stock market. All too often Wall Street (the market) is out of touch with Main Street investors, or the common consumer of financial services. Our firm is very people-centered, and we bring Main Street and Wall Street (Market) together, and we help our clients make sense out of all the confusing financial noise. My business partner and I also love being in the city, and we work on Market Street in a thriving downtown atmosphere. It's at these types of intersections in urban centers where creativity, excitement, and intellectual development take place.
We really like our original logo and identity, and we wouldn't mind keeping the same color scheme, but we are open to new ideas (the founder of our firm actually created the logo on his laptop because he was on a budget and needed to bootstrap with every dollar he had). Our clients also love our brand image and our website and we regularly receive positive feedback. With that said, we would also like to see some new creative ideas that either incorporate elements of our original design/color and/or go an entirely new direction. As our firm as grown, our market has increasingly shifted to a more affluent clientele.
We are also unsure if our name will be "Main & Market Wealth Advisors" or "Main & Market Wealth Partners." Both have been approved by the USPTO, so we are open to seeing both in our design as that may help us decide.
We really like the ampersand sign, and we imagine that this will be a great opportunity for a designer to really make the symbol stand out both in design and color, perhaps with the blue from our current logo? Related to this, the dual letters "M" in our new name ("M... & M...") also lend themselves well to some creativity, perhaps in the font style for the "Ms", the color, or maybe even as part of an image.
We imagine our rebranding being a process rather than a complete and dramatic shift so that our clients will still know that the same people are still here providing the same services. We don't want it to be too much of a shock, but as mentioned earlier, we are open to some new ideas as well as complete and total rebranding.
After living with our business card for two years, we're not loving how small the actual logo is on our business cards, so we would like a new business card design.
We absolutely love our marketing folder and we use it for every complimentary consultation with prospective clients, but again, we're open to new ideas there as well.
One of the firm partners is also thinking about incorporating the last names of the two current partners (Dunston & Hadary), perhaps where a slogan would normally go. The thinking behind this is that it would help clients know that the original partners are still here. We're open with how and if we should incorporate this and our focus is primarily on the main part of the brand "Main & Market Wealth Advisors/Partners."
Finally, when we received the design ideas the first time we used 99 Designs, the only problem was that they did not come in a print ready format, so our printing company had to make a lot of modifications before they could go to print. This time around, we want to make sure that we obtain final designs that are print ready, and this is partly why we're selecting one of the more expensive options rather than the budget package.
Attached is our original design set, a close up of our business card, as well as the questions we answered for the rebranding firm that helped us choose a new name. We would also encourage you to visit our website http://www.dunstonfinancialgroup.com.
We're excited about this project, and we look forward to seeing what you come up with.