“Working with Resound on the firm rebrand was a great experience. They didn’t just want to give us a pretty logo, they wanted to understand the firm, industry and the perception the firm has with our clients, the community and our team members. Resound made the whole process, from the brand audit through the launch, run very smoothly. Their team is creative and professional. I am very excited with the final product we received from Resound."
Pulling a Partnership Together
Henry+Horne is a leading financial services company in Phoenix. Their comprehensive list of services is impressive, but like many companies, some of their specialized services are performed by highly-qualified and trusted partners outside the walls of Henry+Horne’s headquarters.
This was the situation when Henry+Horne asked us to help bring their wealth management partner’s website more closely in-line with Henry+Horne’s parent brand. The business relationship between the two parties was changing, and this meant that the wealth management partner’s consumer-facing image needed to merge with Henry+Horne’s newly-revamped brand.
The problem: the wealth management partner’s current website was about as far from being aligned with Henry+Horne’s brand as possible. The content wasn’t in the right voice, the design was miles apart from what we’d done with Henry+Horne’s main site, and even the domain didn’t make sense considering the close ties to Henry+Horne.
We knew that the current wealth management site needed its content refreshed to more closely align with the verbal guidelines we created for Henry+Horne when we did their rebrand.
We knew that the current wealth management site needed its content refreshed to more closely align with the verbal guidelines we created for Henry+Horne when we did their rebrand. Thankfully, Henry+Horne’s copywriter (who had been on-board for the rebrand) was up for the challenge and already proficient at writing content with Henry+Horne’s rebranded personality traits, tone, mood, and voice. We provided design mockups for the various pages after the wireframe session and let Henry+Horne’s writer go to work!
And even then, we made all the content for the new wealth management site editable so the Henry+Horne team could directly manage and add to it in the future.
Like Henry+Horne’s main site, we tackled the design and technical complexity of adding random generation on the homepage. Making dynamic content line up correctly in a responsive environment isn’t easy, but we had to do it because it gave the wealth management more visual brand alignment with Henry+Horne’s website.
We also had to navigate the requirements of various regulatory bodies that oversee financial services institutions.
While much of this dealt with content, we had to build in interstitial pop ups to let users know they were navigating to a third-party site when they hit up the wealth management website through Herny+Horne’s main site. Compliance is king in this industry, so we played along (nicely) and made sure everything was in check.