Bluefish Digital Marketing

Baystate Wealth Management

Leading Wealth Management Firm Turns to Bluefish for a New Brand and Website

1) Situation

Baystate Wealth Management specializes in creating and managing customized portfolios for discerning clients who are looking for personalized wealth management services. The firm originated as a specialty practice of Baystate Financial and its initial branding and website were closely tied to the parent company. As the firm grew and evolved, it presented BWM management with the opportunity to rebrand and stake out its own place on the Internet.

2) Strategy

BWM management felt strongly in a “Less is more” design approach and wanted to project a conservative image that evoked stability and trust to a very specific and discerning audience of clients, prospects and partners. Likewise, the website BFD would create should be an online representation of their 29th Floor offices at one of Boston’s most prestigious addresses and project experience and knowledge and trust.

3) Content & Creative

Again, taking a minimalist approach, the majority of the content for the project consisted of staff bios, original photography and a massive repository of reports and analysis created by the BWM advisors and management. To maximize the impact of these reports, we created a sortable resources database that allowed clients and prospects to find what they need quickly and easily by topic, author, keyword or media type.

4) Execution

BFD developed the new logo and complementary brand color palette which was executed across the web, and as part of an identity program including letterhead, business cards and marketing collateral. The website was developed on the WordPress platform with a custom developed theme designed by the BFD creative team. We customize the back-end user interface to allow easy updates by BW. Finally, we created a password protected “Advisor” section allowed partners and advisors access to proprietary and internal documents not available to the general public.

5) Results

The project has recently launched, but initial feedback from clients, prospects and has been exactly what BWM management was hoping for. BFD will begin a multi-channel lead generation and digital marketing campaign in the fall of 2017 and we will be updating our progress.

Need help re-defining your brand and reaching new audiences?  Call us at 978-238-1626 to get started today.