Overview.
Welch & Forbes, founded in Boston in 1838, is a wealth management firm with a client base that includes wealthy individuals, families, and endowments and foundations.
Potential.
The growth of the high net worth (HNW) market has attracted many national and local competitors, saturating and confusing the local market. Furthermore, Welch & Forbes’ traditional client base – old New England families – has become a smaller piece of the HNW audience and so Welch & Forbes needed to raise its awareness with a younger and less traditional audience. Welch & Forbes turned to Trinity to craft a story that would provide distinction around the client experience and appeal to a different audience.
Realized.
Based on research with clients, attorneys, accountants and internal stakeholders, as well as broad based industry knowledge, Trinity developed a value proposition and positioning platform that became the basis of a series of communications. Through collateral and advertising, Welch & Forbes is presenting a story that highlights their high level of personal client contact in delivering high-quality/high-touch service. This is summed up in their new positioning line – Knowing Wealth. Knowing You.
Work.
Brochure
Advertising
Click to see a larger image.
