CHALLENGE
It’s time to make complex financial instruments relatable.
When The Beneficient Company Group, LP sought to launch a completely new financing product into the market, it knew that it required a unique approach to make the product relatable to financial professionals and individual investors alike. In order to retain first-mover advantage for this innovative product, the company also needed to move fast. Beneficient engaged G&S to position its brand as a disruptor in the marketplace and its new product as an innovative tool for various financial and consumer audiences.
SOLUTION
We reshaped the brand’s identity to tell a stronger story.
Starting with a targeted survey to high net-worth individuals, we gathered insights from research, surveys and extensive interviews with board members, financial professionals and other stakeholders to inform our approach. From there, we recommended a complete rebrand to give the company a stronger position in the market during the critical time of its product launch. This gave rise to a new brand identity, logo and name: Ben.
- Crafted the logo, brand persona and visual identity for the new brand, shaping and refreshing its story as an innovator and a disruptor in the fintech marketplace.
- Developed marketing materials to target financial professionals, general investors and internal stakeholders to educate them about the new brand and its revolutionary product offering.
- Built and launched a new website and collateral for Ben, with specific guides tailored to different audience segments.
We translated a complex value proposition to key audiences.
Distilled the story of a complex financial instrument to make it approachable and resonant among key investor, financial and internal audiences.
Transformed the brand’s identity to more accurately convey its status as disruptor and innovator, based on perspectives from key stakeholders.
Drove a 226% YoY increase in web traffic, with a 309% increase in returning visitors, 168% increase in new visitors and 63% higher average session duration.