Boston Private needed to shake off the stodgy perceptions that came with ultra high net-worth banking. They also were also about to update their business model and needed a new way to communicate themselves – both internally and in their markets across the country.
A brand platform that not only spoke to the powerful motivations of their audience, but also the unique process that sets Boston Private apart from the competition. We created an idea that galvanized them internally and positioned them for a new era of growth within their industry and among their ever-growing client base.
Boston Private’s brand platform was born of comprehensive research, testing, and a creative process that allowed us to uncover what was at the heart of their business; understanding the reasons why their clients work so hard to achieve so much. We called it The WHY of Wealth and it’s been the foundation of Boston Private’s brand ever since.
A broadcast campaign targeted specific audiences within the Family Office.
High profile PR and native placements established thought leadership and reinforced the brand position with meaningful and relevant content.
Perspectives is an ongoing client-agency collaboration to produce original editorial content – a fully produced printed magazine which drives to an online version with expanded content and integration with bostonprivate.com.