A Focus on Greater Outcomes for a Growing Investment Bank
Founded in 2002 by a team of veteran bankers from Alex. Brown, Signal Hill was seeking to further enhance its standing as a premier mid-sized investment banking firm dedicated to serving the needs of growth companies. Headquartered in Baltimore with deep ties to the city and its history of maritime commerce, Signal Hill has been growing — organically and through acquisition — into a truly global footprint, with offices in key U.S. cities and a presence in India.
In order to maintain its growth trajectory and establish meaningful differentiation in a crowded financial services marketplace, Signal Hill’s leaders realized the need for a strong brand foundation that leveraged the unique qualities its clients and partners valued most about the firm.
Investing in its own future, Signal Hill engaged Brandstone to help the firm refresh its brand image for continued success and to more accurately capture the strength of its greatest asset: its outstanding people.
In a conference room overlooking Baltimore’s historic Inner Harbor, we kicked off the project by conducting the first phase of our customary three-phase methodology for uncovering and articulating an organization’s most authentic and resonant differentiators: an internal brand workshop with an interdisciplinary group of Signal Hill staffers. This was followed by an analysis of the firm’s competitors and a series of in-depth, brand-centric telephone interviews with its key clients.
Among the brand ideals and values that surfaced during the half-day workshop, one rose above the others as a true measure of the “DNA” of Signal Hill and its bankers… and the primary way the firm delivers on its promise of “Greater Outcomes”: Focus. Using inputs from all three phases of our process, Brandstone developed a Signal Hill brand-messaging platform centered on this powerful theme, which was further supported by clients, who lauded — and returned to — the firm for that very quality.
With a solid brand foundation in place, Brandstone updated the firm’s logo and developed a new Signal Hill website where both copy and imagery support and advance the reasons that Signal Hill should be the first stop for growth companies seeking to capitalize on their success: a focus on providing Greater Outcomes.
Update! January 14,2014
Congratulations to Signal Hill on winning the American Marketing Association (Baltimore Chapter) annual Marketing Excellence award for Best Website Redesign of 2013!!