To talk with wealth advisors, bankers, & investors you have to speak their language.
To talk with wealth advisors, bankers, & investors you have to speak their language.
BRAND CONSULTING | INTEGRATED DESIGN | USER EXPERIENCE DESIGN | INTERACTIVE MARKETING
ADVERTISING & MEDIA | SEARCH ENGINE MARKETING | PROGRAM MANAGEMENT
Fortunately, Grafik is fluent in finance. Without a language barrier, we’ve been able to work shoulder-to-shoulder
with some of the best & brightest in the finance industry,
developing brand and business solutions to generate more visibility,
greater opportunities, and increased market share.
www.sbcapitalgroup.com
You need solutions. And at SB Capital Group, we provide them at every turn. From asset liquidations and real
estate dispositions to intellectual property investments and restructuring services, we offer a myriad of ways to
help you achieve the best results possible. Call Scott Bernstein at 516.829.2400. See your opportunities rising.
ONE OPTIONIS NOT AN OPTION.
SB_Crayon_Master 062403 11/09/04, 15.381
Designing one website to address the needs
of more than a million customers is no small task;
especially when you consider the range
of financial expertise they represent.
GAINING RESONANCE( T. ROWE PRICE )
Grafik was up for the challenge, however. And working with our client’s teams over a period of several years, we designed both the public
and highly secure areas of the T. Rowe Price retail website. Using multiple content and product paths to accommodate individual
investment requirements and research styles, we’ve developed a highly interactive space that resonates with everyone from first-time
investors to seasoned financiers.
T. Rowe Price: Homepage
T. Rowe Price: College Savings Plan User Tools
T. Rowe Price: Retirement Savings
T. Rowe Price: Brand Guidelines
T. Rowe Price Brand Standards 8
At Our Core
Our brand identity helps us define exactly
what we want our brand to mean to our
customers, it helps us differentiate ourselves
from our competitors, and it helps each of
us understand what we are working toward
together. At the core of our brand identity
are five elements. Together, they represent
the foundation of the T. Rowe Price brand—
elements that are consistently interwoven
in our pursuit of the company’s objectives.
Core Identity{ the cornerstones of the brand: the principal elements on which the brand is based }
>
T. Rowe Price Brand Standards 5
The Building Blocks of Our Brand
Brand Essence
The single thought that capturesthe heart of the brand. It is aninternal statement that captureswhat is compelling and uniqueabout a company.
Core Identity
What we want people to believeabout us. The cornerstones of thebrand; the principal elements onwhich the brand is based. Consistingof credible core brand identity elements, which illustrate who weare, and aspirational core brandidentity elements, which illustratewho we want to be. The combina-tion of these two types of elements iswhat propels us forward.
Divisional Extended Identities
Division-specific extended identity elements that reflect brand elements not articulated elsewhere.
To define our brand, we must define things
that are, in essence, intangible. To help us
articulate the T. Rowe Price brand, we have
developed a system of identities — with the
essence of our brand at the heart. Together,
these elements help us present who we
are and what we do in a way that connects
with our customers and resonates with our
fellow associates.
Corporate Extended Identity
Provides texture and complete-ness to the brand and includesassociations and elements thatmay evolve over time.
T. Rowe Price: Brand Guidelines
T. Rowe Price Brand Standards 10
CONFIDENTAlways rational and consistent in our delivery of investment management, we offer customers
comfort and security. We are stable, we perform reliably, and we offer peace of mind.
T. ROWE PRICE CORE IDENTITY
T. Rowe Price Brand Standards 11
Extending Our Brand
{ provides texture and completeness to the brand and includes associations and elements
that may evolve over time }
> Commitment to Excellence
• Dedication to setting and achieving
high standards for intellect, integrity,
customer care and solutions,
and reliable performance in a
proactive manner.
> Disciplined
• Depth of knowledge and research
that drives informed decision-making
• Expertise and judgment that
increase customer confidence
• Collective intellectual capabilities
and proven philosophy leveraged to
achieve results
> Forthright
• Straightforward and honest
communications that minimize
ambiguity
• Transparent approach and
fee structure
• Breadth of information refined
into relevant, explicit insights
> Investment Expert
• Tradition of solid, consistent, and
long-term results
• Thoughtful innovator to market
with new concepts
• In-depth research and analysis
• Balanced investment style > Reliable Value
• Superior risk/return profile for
reliable performance
• Relevant customer alternatives for
a fair price
• Thoroughness of advice and execution
• Operational efficiency and
appropriate expense management
>Corporate Extended Identity
Our objectives and strategies change as the
environment in which we work changes;
we may introduce new services or expand
into new global markets.
We must respond by communicating
those new objectives consistently with
brand elements that reflect these changing
pursuits. Our extended brand identity
helps offer depth and completeness to our
brand and includes elements that may
evolve over time to allow for changes in
our business.
HIGHER RETURNS ( CONVERGENT WEALTH ADVISORS )
When the CEO of Convergent walked into our offices
more than 15 years ago, we knew little about wealth management.
And his ultra high net worth target was an enigma.
We listened carefully, though. We heard his ideas, focused our research, and gave him our best thinking. Since that day, we’ve
helped Convergent triple its business. We’re now completely immersed in the business of high net worth investments. Convergent
is managing well over 20 billion dollars in assets. And like any good financial manager, we’re helping our client achieve the highest
return with a minimum of risk.
CONVERGENT WEALTH ADVISORS: “Approach to Wealth Management,” Overview Brochure
CONVERGENT WEALTH ADVISORS: Website Homepage
CONVERGENT WEALTH ADVISORS: Collateral
It’s impossible to offer a comprehensive outsourcing solution
to three targets unless you understand its value to each user.
Of course, we immediately recognized the potential.
MAXIMUM VALUE ( FORTIGENT )
Grafik carefully evaluated the opportunity and then determined how best to market Fortigent to Registered Investment Advisors,
advisors about to go out on their own, and banks and trust companies. It was a heady challenge, but we created a full suite of
materials, including a website that clearly articulates Fortigent’s solutions and identifies the wide variety of tools and services this
technology leader makes available to its diverse clients.
FORTIGENT: E-mail Newsletter, Announcements & Reports
FORTIGENT: Collateral
BRAND CONSULTING | INTEGRATED DESIGN | USER EXPERIENCE DESIGN | INTERACTIVE MARKETING
ADVERTISING & MEDIA | SEARCH ENGINE MARKETING | PROGRAM MANAGEMENT
To find out how Grafik can help you address
your most complex marketing challenges,
please visit GRAfIK.COM
or call Teddi Segal at 703.299.4507.