Rebranding from tax experts to full-service financial agency project
Project Goals
Financial consulting group wants a new website and branding to reflect their changing business model from mostly tax and payroll experts to more of a full-service financial agency.
- New branding/new name
- New website that reflected the organization as a polished and professional team, more than just the tax account customers visit once a year.
- Website to speak to tools available to clients, not just people at firm
- My role: UX Designer, Researcher, Graphic Designer
Surveys, Interviews and Empathy Maps
At the discovery phase of this project, the team spoke to internal staff and management along with existing clients about the strengths and weaknesses of the current organization.
The overall take-away is that the firm’s average customer does not think of them as being anything more than what they have been to them – their tax guys, or experts on federal tax code. Investments or business strategy was not something that was associated with the business as is.
“We are excited to roll out this new website and branding and show our clients that we are partners with them in their business.” – Blackbird Financial Manager
Personas
Based on the interviews and research, two main personas were developed: the second generation family business owner and the franchiser.
Both personas wanted to grow and reinvest in their business, with the future top-of-mind.
“The thought of asking this team for help in anything beyond tax deductions never crossed my mind.” – a survey responder
Website Sketches and User Flow
We wanted to get a sign-off on the main areas of focus in the rebranding of this financial business, to help them define their goals, the key areas of focus and information for their website.After using typical user-flow testing and card sorts, it was determined that the site should include tools, success stories and not focus on the upper management of the firm (much to the surprise of the upper management).
Visual Design and Marketing Support
The company settled on Blackbird Financial, combining several owner names/references into a new company identity. Once the new name was settled upon, several logos were created.
After several rounds of logo concepts, a logo was decided upon, the visual design details like color palette and typography were developed.
Final Concepts: Website and
e-mail Templates
The Big Black Bird
Blackbird Financial’s new branding went beyond the website. It will include e-mail templates, banner ad concepts, social media content, print branding kit.
