After redesigning Choate’s law firm website, we turned our attention to rebranding their investment advisory, and developing a new website for it. Federal regulations mandate that the two businesses operate independently and that their names and trade dress be distinct from one another. We designed a brand identity that dovetails but appropriately contrasts with the law firm identity, introduced a new symbol evoking financial growth, and reskinned a number of the templates developed for the law firm website to save time and reduce costs.
“We faced an interesting branding challenge: Carve out our own clear identity while remaining true to the culture and character that got us here. Thinkso helped us do both.” Todd Millay, Managing Director, Choate Investment Advisors