As the market leader, Broker Genius needed to evolve their brand to reinforce their position.
Broker Genius’ challenge was to strengthen their brand in order to drive stronger brand results and give more legitimacy to their product and company. Faced with a rapidly changing industry and pressure to stay ahead of the competition, they needed to deliver a more powerful brand experience to attract future customers.I.
Motto led an in-depth analysis and deep dive business review to get a clear view of all the major issues facing the organization.
We examined the category, consumers, competitors, and their brand to uncover weaknesses and find opportunities for growth. By doing these important immersion steps, we were able to develop a strategic plan to tell a clear and compelling story of the brand and express the brand through a new visual identity, messaging and communication.
III. Visual Identity
A genius company gets a genius brand identity.
Broker Genius is a cutting edge company, but their brand identity looked behind the times. To align with strategic growth goals, Motto created a visual identity that is bold, simple and instantly recognizable. The new identity — an abstract play on the universal genius symbol — pays respect to their old identity, but sets the foundation for a new future with its iconic shape.
IV. Tone of Voice & Messaging
Innovative and bold. Confident, but not cocky. Passionate, but never fluffy.
Once we defined the verbal communication style for the Broker Genius brand, we were able to inject some much needed personality into the language. With a highly technical product such as theirs, it was important for the style to be human, not just descriptive and chock full of industry jargon. The brand comes to life with clever headlines and body copy, written for their point of difference and designed to make people think.
“The team at Motto is outstanding in every sense of the word.“