Brand Strategy Case Study: Financial Services Firm

The Challenge

Lux Global Partners is a startup investment advisory firm supporting entrepreneurs and inventors whose products and technologies advance goals of global sustainability and conservation.

Their brand needed to directly address the following:

  • Many venture capitalists (VCs), one of the business’s key target audiences, advise against hiring a business advisory firm like Lux.
  • Lux is a new player in a heavily saturated marketplace—both domestically and internationally—of established VC firms and business advisory firms each trying to attract the best products and bright minds in clean tech, emerging tech, sustainability, and conservation.

Financial Services Logo

The Strategy

Brand Consulting

We first conducted a comprehensive strategy session to evaluate Lux’s competitors’ brand identities and messaging. This helped refine a stylistic direction as well as serve as a survey of the general marketplace.

Our brand strategy sessions position a client to begin considering the structure of their website content, the tone of all internal and external communications, and the visual identity most apt to attract and appeal to their target audiences.

We challenged the Lux team to think beyond partner bios and service descriptions, from which we built a brand brief outlining the following:

  • Value proposition
  • Key stakeholders
  • Core purpose
  • Vision statement
  • Primary & secondary target audiences
  • Similar organizations
  • Brand attributes
  • Positioning statement
  • Audience attributes

We then translated this information into a logo design that truly embodies Lux’s Big Idea, which emerged from the brand definition process, that they are: At the intersection of idea and launch.

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The Deliverables

Brand Brief Diagram
Financial Services Business Cards
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