Financial services firms tend to walk alike and talk alike. Kovitz, a value-based wealth management firm headquartered in Chicago with offices in Orange County, Madison and Northbrook, was no exception. Our team set out to rebrand the company to not only better reflect its commitment to serving clients across a range of financial services and products, but to create a durable brand that intelligently deviates from the norm.
We began, as we always do, with strategy. Based on conversations with key stakeholders and research, it became clear that the firm helps their clients keep a long-term outlook with a focus on intrinsic value rather than chasing fads. Their core philosophy mirrors that of Benjamin Graham, who is known as the “father of value investing.” Graham, and his most famous protégé, Warren Buffett, came to investing prominence in the middle part of the twentieth century. We used this as inspiration for our design and copy.
In our experience, a persistent obstacle that financial service brands encounter is a lack of creative assets. Many rely on bland stock photos or trite abstract imagery for their visuals. For Kovitz, we developed a logotype and icon, typography, repeating patterns and custom illustrations that all feel very mid-century modern—without using photography as a crutch. We punctuate the graphic system with the tagline “Guided by Value.” Our objective thought was “what would Ben Graham do?”
The website, which was by far our largest tactical deliverable of the project, was built with HTML, Sass, Vue.js and Prismic. Featuring beautiful drone footage, the site quickly and clearly lays out Kovitz’s business philosophy and delivers a large amount of content in an intuitive and easy manner. We think Ben would approve.
According to Mitchell Kovitz, Principal, Founder and Co-CIO with Kovitz, the new brand design invigorates the brand.
"We believe our new brand elegantly conveys our commitment to making the Kovitz name synonymous with unparalleled financial advisory services and products. It also offers a practical way to expand our brand as our firm grows."