Rebranding An Established Business For A Bright Future

Hutchinson Family Offices has provided wealth management and financial advisory services to affluent individuals and families for years. But when their founder retired, the firm needed to rebrand with a new name and visual identity that better reflected the nature of their business as well as the culture of their organization.

Reuben Rink surveyed internal team members to identify strengths, business attributes and cultural values. We also conducted secondary research to better understand the marketplace and positioning for the organization.

Through a collaborative process with our client, we developed the name, GenCrest Capital Partners — reflecting the organization’s multi-generational approach while evoking stability and strength. Reuben Rink also designed a distinctive logo featuring a stylized lotus image representing wisdom and experience.

In addition, we developed a rebranding checklist to guide GenCrest through a smooth transition, creating brand identity materials, marketing collateral and a new website to introduce and celebrate the organization’s new brand.