Brand Positioning


Wellington Management Funds-Branding Initiative

Wellington Management sought to sell their in-house funds to the global marketplace as a separate offering from the asset management business. They needed to develop a new brand positioning more in line with their competitors. Over the period of a year, we conducted primary research with Private Bankers, Family Offices and High Net Worth individuals to get an understanding of their needs and attitudes. Based on our findings we conducted client workshops to present our findings and some design and a tonal directions for the new site. We helped clients clarify and unify their thinking around brand tone, language and design.


Bertucci’s Brand Relaunch

Boston favorite Bertucci’s Pizzeria, needed to connect with a new generation of diners. Specifically young people with different expectations and different dining styles. We created a entire ‘artisanal’ approach to leverage on Bertucci’s new-media savvy Executive Chef, Jeff Tenner. We created a new brand positioning and a fresh look and feel. Everything from their online content, an online ordering site, social media, menus, and traditional broadcast was reworked.