Coastal Bridge Advisors - Brand Identity and Logos

We sought to meaningfully differentiate Coastal Bridge Advisors from the 17,000+ competitors in the crowded independent financial advisory marketplace by focusing on making the experience easier and simpler for clients and prospects, with our promise to “Uncomplicate It”. We supported the campaign with strong, vivid, aspirational imagery and copy.The financial advisory market is undergoing dramatic change. Significant growth of market share is underway within the independent channel of financial advisory firms, otherwise known as Registered Investment Advisers (RIAs). Despite this growth, affluent investors remain intimidated and unprepared when it comes to their money. Research shows that 60-70% do not have a written financial plan, perceive current planning approaches as intimidating, and feel particularly unprepared for tax management and financing healthcare in retirement. This suggests that there are opportunities among potential (and existing) consumers of financial wealth management services when it comes to delivering the appropriate focus.Yet, in spite of all the competition, most RIA marketing does very little to differentiate one firm from the other in the eyes of existing and potential clients. According to research, close to 70% of customers say that RIAs use similar language to describe themselves. The same is true of strategy and execution. Upon examination, the strategies mostly focus on RIAs talking about themselves and their experience and expertise while drawing on a copycat dictionary of terms such as “trusted”, “committed”, “holistic”, etc. They also use copycat color palettes, areas of focus, image choice and even web page design.Our intent was to establish a consistent and appropriate brand image supporting our meaningful difference for clients. So many things around money appear difficult and clients find many things to be complicated. The tagline “Uncomplicate It” is unlike any other wealth management company and we wanted our evolve our new logo with a bridge motif with a more modern aesthetic and conveys a more selfless, uncomplicated visual.