As a new company with a unique product to offer, Priority Capital needed a brand that would clearly and consistently tell its story and value proposition to a variety of audiences.
Brochures were one of many deliverables created to extend awareness of the Company and its product offering, The Pacific Office Properties Senior Common Stock, across all audiences.
An introductory trifold brochure announces the Priority brand and its product offering to an audience of broker dealers
A single line monograms the letters "PCG" and converges at a single point to represent investors, partners and products coming together to address investor priorities.
The orange and gray color scheme of Priority's marketing materials, including this tab-folder, dramatically differentiated Priority from the competitors' prominent blue and green color schemes.
Marketing kits introduced the Priority brand in tandem with the issuance of the new product offering to financial reps.
The website was a continual source aiding Priority to establish itself within the financial securities sector.
Marketing materials included series of direct mail postcards and emails, ads, one-sheets and more to a variety of audiences.
As part of the brand system, the line and the point elements from the logo were used to develop a series of icons that helped build upon Priority's core messages.
Before any public distribution could begin, messaging on marketing materials required intense regulatory scrutiny and approval by the SEC and FINRA.
Third-party postcards and emails also use the Priority look-and-feel to reinforce brand presence.
A bright orange shipping box promptly identified with the Priority brand housed all the marketing materials needed for Financial reps.
These large and unique Due Diligence binders with Priority's brand colors were essential in helping Priority stand out among a busy book shelf for Financial reps.
Tradeshow banners with bold messages and bright colors inform a variety of audiences of Priority's presence and product offering.
Priority-branded promotional items included note pads and USB drives.
Priority Capital Group (PCG)
Brand & Product Identity Initiative
PCG successfully and consistently secured selling agreements with some of the nation’s top broker-dealers.
Challenge
PCG created and issued security products through the broker-dealer channel, working with sponsor companies that needed access to new channels of capital. Facing established competition with strong brand equity in a fairly saturated market, PCG’s toughest challenge was standing apart from the crowd. It needed to differentiate itself consistently and convey its value proposition clearly to a wide variety of audiences. Branding this new company coincided with the launch of its first product.
Solution
We designed the new company and product logos to represent the convergence of PCG and its investors, partners and products to meet specific priorities (growth, income stability, security of principal). The logo conveyed the company’s flexibility and core messages. And we selected a color palette − orange and gray − that differentiated PCG, as most competitor brands are shades of blue and green. We helped PCG achieve its goal of binding overall market awareness of the company to the success of its first security. One notable achievement was securing approval for all marketing and messaging by the stringent Financial Industry Regulatory Authority (FINRA), billed as the largest independent regulator for all securities firms doing business in the U.S.
Campaign deliverables
- Brand identity and messaging
- Print and online marketing campaigns
- Corporate literature: brochures, stationery and marketing kits
- Due diligence binders and collateral
- Company website
- Tradeshow and additional graphics
