Brand Strategy for the Mactaggart Team, Richardson GMP

The investment space is crowded and a sea of similar fish… how to stand out? The Mactaggart Team, local investment and insurance advisors, provides high-net-worth individuals with customized solutions for their unique retirement, legacy and philanthropy goals.

To brand the Team as authentic, different, better, we spent time getting to know the firm principals – what matters to them, and what sets them apart. They gave us much to celebrate in their brand story and positioning. What rose higher than everything was their intrinsic understanding that building community and helping others is more than a value, a responsibility and a privilege, but sound business: that community wellbeing leads to prosperity and opportunity.

Web and print materials, aligned with corporate brand directions at Richardson GMP, eschew same-old stock photography in favour of local, community photographs and stories of impact by the team’s donations and support. Their many corporate donations and sponsorships were not being harnessed to align with brand and business goals. Enter The Oak Tree Project… a community-engaged philanthropy project launched by The Mactaggart Family in 2014 to strengthen the power of their community investment dollars.

Since 2014, more than $150,000 has been donated to local causes. The project has been recognized by the Chamber of Commerce and is responsible for a large percentage of new client prospecting. As a founding partner of The Oak Tree Project, The Letter M is part of the steering committee and provides ongoing brand and marketing leadership.

  • Rebrand and visual identity refresh
  • Brand materials
  • Motion graphics animation
  • Website redesign
  • Project development
  • Brochure and advertisement design
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