The challenge:
After more than a decade in business, privately-owned Beirne Wealth Consulting Services — which develops financial strategies for individuals, families, business owners, and institutions — found that it was time to inject new life into their brand. Our charge was to build a more approachable, modern presence for Beirne across all digital and physical touch-points; one that would appeal to both their long-standing clients and a younger growth target.
The insight:
Much of the direction was rooted in the competition. Beirne knew they didn’t want to compete with giants like Goldman Sachs and JP Morgan, but they had firms like Morgan Stanley, Merrill Lynch, and UBS in their sights. The opportunity was to create a new brand that was less cookie-cutter — and less stuffy — than the competition; more accessible, concierge-style, and focused on true partnership, integrated into clients’ lives like family.
The solution:
Starting with one of Beirne’s core tenets — “While we live and breathe wealth management, we recognize it can spark feelings of fear and uncertainty. We are approachable, helpful, and clear, a neighbor you can relate to, trust, and speak openly with.” — we began building a more accessible brand. It all started with shortening the name from “Beirne Wealth Consulting Services” to simply “Beirne.” From there, we undertook the most extensive rebranding effort in our agency’s history, including everything from mood board and logo conception with revamped, updated messaging and imagery to a comprehensive Go-To-Market plan.
The result:
From tagline to website, the client is positioned to credibly go to market in a crowded space where many brands offer no clear point of differentiation. Whisp, on the other hand, is an alluring brand that happens to make products from natural, renewable resources. A win-win.
