Arete Financial and Legal Solutions 2023 Brand Refresh
Rarely, if ever, in our design careers, do we stumble upon a client who trusts us completely. No battles fought over retina-burning colors or design choices. But with Arete Financial and Legal Services; pronounced: [ ahr-i-tey ], we hit the jackpot. Let's dive into the delightful project that brought a fresh breeze of collaboration and trust to Rennacker Studio.
Unified Branding
Power in words
Arete's tagline also underwent a slight transformation that captured a larger breadth of their services. Around the Arete office, there’s a small sticky note that is stuck to one of the owner’s windows that casually reads, “Have you met Ted?” For a quick intro, Ted is one of the co-founders of Arete and represents the legal half of the business. Death and taxes are essential to the American way of life — so most of Arete’s clients are tax clients, but occasionally, you’ll hear a tax specialist working with a client who may have a particularly challenging road ahead with the IRS ask the question, “Have you met Ted?”
By adding "and Legal" to the previous tagline of "Financial Solutions," we communicated their comprehensive offerings that were previously excluded in the logo unit entirely. This minimal, yet powerful update showcases their expertise not only in financial matters but also in the legal domain. The revised tagline resonates with their entire target audience, conveying that Arete is the one-stop solution for both financial and legal needs for both businesses and individuals alike. Also, Ted’s a cool guy! You should REALLY talk to Ted!
We also found it a touch odd that in the original logo, “Financial Solutions” was set in a super condensed font that got hard to read. Plus, it was jammed up to the right of the lock-up with no real alignment to the logo’s other elements. So, yeah — we fixed that too.
Typography in harmony
We were very upfront with the team at Arete that their existing logo really didn’t need a whole bunch of work! We had a clear vision of what we wanted their logo evolution to look like. Their logo icon was already quite nice, but by carefully considering typography, and removing the slightly bolder “A” from the original logotype, we ensured that the letters flowed harmoniously, creating a sleek and unified logo that instantly catches the eye.
The word Arete is a sharp mountain ridge. But it is also an ancient Greek thought that refers to excellence of any kind, especially a person’s full realization of potential or inherent function. The term also refers to excellence in moral virtue. Using this as a guide, we chose to keep the original shape of the logo icon — modified slightly to perfect some of the angles, because our art director is super OCD! Just how we like it.
A unified design ecosystem
When it came to designing Arete's business cards, letterhead, and envelopes, we wanted to make a bold statement. We infused these essential collateral pieces with a fresh and confident look that embodies Arete's professionalism and modernity. The unified brand aesthetic ties all the elements together, creating a consistent visual identity across various touch points.
With each encounter, clients are greeted by a powerful visual representation of Arete's values and their commitment to excellence with a large swath of blue, and easily readable white text.
How To Make A Tri-Fold Clients Want To Read
Comprehensible service pillars
Arete's range of services can be a touch overwhelming, but we embrace the challenge of organizing chaos. Through careful consideration of the target audience's needs, we developed consumer-friendly copy that helped further distinguish Arete’s service pillars and describe them in a clear and concise manner. This strategic approach allows prospective and existing clients to navigate through the services easily while understanding the value each pillar brings. By bringing order to the complexity, we ensure that Arete's expertise shines through, making it easy for clients to find the solutions they need or consider additional services with a team they already know, love, and trust.
Creating a cohesive design ecosystem
Arete's trifold brochure was more than just a collection of information; it was an opportunity to create a cohesive design ecosystem. By infusing the trifold with the brand's fresh and bold visual elements, we ensured that every page resonated with the overall brand identity. Consistency in design and messaging creates a powerful and unified brand experience, reinforcing the brand's credibility and making a memorable impact on the reader.
Bold and Engaging Ad Campaigns
Shaking up stereotypes
Our goal with Arete’s first ad campaign with Rennacker Studio was to challenge stereotypes surrounding taxes, finances, and legal services in Arete's ad campaigns. We infused these traditionally serious subjects with short, bold headlines and a photographic style built on possibility and diversity. We wanted to portray the people Arete helps with calm, confident demeanors. We used image grids to showcase a variety of clients from individuals to families and small businesses to enterprises. We want everyone to feel inspired, hopeful, and motivated to work with Arete, so we made the imagery about one thing: opportunity.
It’s all about the timing
Timing is everything, and we capitalized on it for Arete's ad campaigns. By tailoring the campaigns to different seasons, we aligned with the natural cycles of the tax and estate planning seasons. In some variations, we were even able to inject humor and a touch of seasonal context, we made the campaigns resonate with the target audience, increasing their potential relatability and overall impact. By leveraging the right timing, we ensured that Arete's message was timely, relevant, and memorable.
Diverse and impactful
We recognized the importance of reaching various markets and publications with Arete's print ads. To achieve maximum impact, we crafted a range of ad solutions that catered to different formats, sizes, and target audiences. Whether it was a full-page spread in a high-profile publication or a quarter-page ad in a niche market, we provided versatile options that effectively conveyed Arete's message and showcased their expertise. The diversity of print ad solutions ensured that Arete's presence was felt across different platforms and markets.
The digital solution
In the digital realm, we worked our magic by creating 180 engaging variations of digital ads for Arete. Each variation was carefully designed to align with different service pillars and platforms, captivating the target audience and inspiring action while also remaining true to the newly established brand ecosystem.
By employing innovative design techniques such as artificial intelligence (AI), strategic messaging, and compelling visuals, we ensured that each digital ad was a powerful representation of Arete's new brand. The digital ads became a vibrant and impactful extension of Arete's marketing efforts, reaching a wide audience and driving engagement through informative, clickable, and sometimes animated bites of information.
Summary
This collaboration between Rennacker Studio and Arete Financial and Legal Services has been a joyful adventure, filled with trust and respect. From unifying the visual identity to creating informative trifold brochures and crafting engaging ad campaigns, we've successfully transformed Arete's branding and elevated their market presence. The fresh and cohesive brand image reflects Arete's comprehensive solutions while bringing a touch of humor and a sense of unity to the financial and legal services landscape.
Our success wouldn't have been possible without the unwavering trust and collaboration from the team at Arete. Special thanks go to Justine Dingee, Mary Reha, and Ted Ashton for their clarity of vision, trust in our expertise, and empowered decision-making. Their partnership made this project a delightful journey, and their commitment to excellence ensured that every aspect of the design perfectly reflected Arete's brand identity. We are grateful for the opportunity to work with such remarkable individuals and contribute to the growth and success of Arete Financial and Legal Services.
Project Team
Collaborators
