Since being founded in 1973, the privately-held Rogers Group Financial (RGF) has built a firm to service their clients from generation to generation. As a self-described conservative firm with values-oriented leaders, management was keen to partner with a branding consultant to advise and guide them through a strategic rebrand process.
Inclusive and Collaborative Experience
Because of the firm’s structure and multiple key decision-makers, it was important for us to facilitate a collaborative process, taking the opinions of many people into account.
Defining the Future Proposition of the Brand
Financial planning is a category with many competitors and when it comes down to it, little actual differentiation. So we had to find a new way to tell the RGF story, a distinct way to inspire people and a way to frame what they do. They were also interested in the potential for a new brand name. Through the process, we helped align the team on a modification of their name to RGF Integrated Wealth Management. This ensured the brand was modernized while still expressing confidence and trust, while retaining their 45-year lineage.
The Business of Creating Meaningful Happiness
From our in-depth interviews with the firm’s internal advisors, we discovered not only an important theme but an intriguing nugget. Expressed by the Managing Director who had written a book called “Create the Retirement You Really Want,” he summed it up by saying, “I guess you could say I’m in the happiness business.”
Plan Well. Live Happy.
The tagline we created, ”Plan Well, Live Happy” aligned well with the hearts of the people in the firm and the firm’s “Why,” or reason for being.
RGF at Work
Prominently located in downtown Vancouver we translated the new brand visual language into RGF’s office environment and exterior signage for a grand launch of their new brand.