Merging two companies into one cohesive new brand
In 2019, the wealth management companies HD Vest and 1st Global Inc. combined to create Avantax, a B2B company focused on tax-smart investing and financial planning. Spire was engaged to create an overarching brand for the newly-merged companies. That work began with the creation of a series of pieces for Avantax’s two core audiences – Tax Pros and Financial Pros – that would establish a clean and professional look and feel for the new company while also organizing their offerings in a concise, easy-to-understand manner.
Getting an edge on the competition with a strong new campaign
Spire then created additional pieces as part of an overall campaign, including digital banners, emails, webpages, direct mail pieces and social media. The Spire-coined term, the “Avantax Advantage,” was carried throughout their marketing materials, defining their tax-smart approach to financial services and becoming a rallying cry for the new organization in 2020.
A brand bible keeps company communication in sync
To ensure the new brand guidelines were applied throughout the company’s internal marketing efforts, Spire created a Brand Guidelines document. Each aspect of the Avantax brand, from font to color scheme to logo usage, is illustrated and explained within this comprehensive document, giving the Avantax team everything they need to create internal marketing pieces that fit beautifully within the overall brand.
