Middle Street Capital Brand Launch

Jan 19

We are inspired by big thinkers that disrupt their industry. Whether that is a product, a service or an organization, those kinds of people energize us. We started working with Middle Street Q3 of 2020 and we had ambitious goals.

The Challenge

Middle Street Capital is a new financial advisory firm led by advisors that have been in the industry for decades. While they had worked with big investment firms for many years, they realized there was a huge opportunity in the market. They have questioned the standard 1% fee on all investments and cut it in half. They believe if they can provide a great return for their clients while charging smaller fees, they can increase their market share and disrupt the index fund investment world.

Our plan was to quickly launch a Phase 1 website that would serve as a validator for prospects. But immediately upon its launch in October, we broke ground on the second phase of work. Middle Street needed to establish a clear visual identity, develop the story around their brand and then launch a new website that would serve as a lead machine for their growing firm.

Financial Brand Design

We started in with the visual design for Middle Street right away. Since the founders enjoy outdoor adventure sports, we wanted that to be reflected in the brand identity and assets. We focused on the idea of a mountain, which represents the process and aspirational identity of their customers. And just like you need a guide and route to summit a mountain, you need an advisor that will help you succeed. We wanted it to feel professional but also fresh. It needed to make sense in our digital age.

We also worked on their messaging to ensure we were answering the questions people were asking. This is an essential aspect of any successful marketing strategy and the beginning of our process.

Financial Website Design

With the visual brand and clear messaging platform in place, we were able to dive into the web design process. Our goal was to create and informative, intuitive website that provided a great experience across mobile and desktop. We also set up a blog so that we can continue to add helpful content into the future. This will really help their website’s search engine optimization while also providing clients with important information.