Essex Financial Group came to AOR as they were preparing to move their headquarters to Cherry Creek, Denver’s epicenter for upscale and competitive businesses. But they weren’t just relocating.
They were also reevaluating their goals — seeking aggressive growth in size, revenue, recognition, and geographic coverage — all while wanting to ensure they didn’t get lost in the swirl of initialisms that made up the majority of larger players in their marketplace.
To reach those goals, they needed a refreshed visual identity and a new website.
Beyond elevating their presence to match their new surroundings, we were also challenged to incorporate a nod toward Essex’s proudly Coloradan roots without being so overt that out-of-state business opportunities would think Essex only served this region.
The new logo takes inspiration from the distinctive striping of the Colorado state flag to create the unique ‘E’ monogram. We then made the very purpose-filled choice to drop ‘Financial Group’ from the name in order to aid recognition and distinction — but also to better communicate their human, relationship-based approach that distinguished them from the competition.
After finalizing the new brand, we redeveloped their site. We switched it over to WordPress and got to work creating a site that efficiently communicates what Essex does, explains their main value proposition, and shares their enormous successes.
The main goal was to create a site that would turn potential interest into a specific action — now, all pages effectively funnel a visitor toward contacting Essex.
The new brand and website are working together to deliver the results Essex sought. The cleaner website and modernized brand will support the business for many years to come and the increased focus on enticing visitors to reach out will help Essex reach its goals.
Engagement Rate on All Channels
Shorter Name and URL for Increased Recognition
Reduction in web pages, streamlining experience and load times