Company: KPF Global is an independent, registered investment adviser based in Kensington, New Hampshire. The company assists individual and institutional clients in designing and implementing global investment programs.
Opportunity: In an effort to reposition KPF Global for longevity, their leadership team decided it was time for a name change and a brand overhaul. Given the general erosion of trust in financial institutions, KPF Global was perfectly primed to capitalize on what they already had; transparency, accountability, and brand authenticity.
Solution: When we interviewed employees and clients, we heard more than once that founder, Karen Parker Feld, is a “force of nature” on a "mission for good". We leveraged these values and renamed the company, Paladin Advisors. The name is a fitting representation of everything the company stands for; Paladin means, "A determined advocate or defender of a noble cause; a warrior who is fully devoted to kindness and ridding the universe of evil. In combat, a Paladin with a cause is almost impossible to defeat... "). According to Karen, “The new brand embodies the sense of purpose each of us brings to our mission: delivering great investment results, financial security, and above all, peace of mind for our clients. We are committed to upholding the highest ethical standards in business, protecting our clients’ dreams, and serving as their advocate—through thick and thin.”
Testimonial: "Shine&Co executed the Paladin Advisors branding & design project flawlessly, from start to finish. Their method of gathering information from clients & colleagues is ingenious. They used distinctive analysis and intuition in distilling that input into tangible insights. Their naming ideas were pertinent and creative. Not least, their logo designs were inspired and beautiful--and we LOVED their final proposal. Having worked with Shine&Co on several projects, I can attest that they make their clients feel understood and appreciated. Not only do they produce sophisticated brands, but they also build cohesiveness within teams and the clients they support. Working with Shine&Co is a special experience. In a word, it's a gift."
Tactical: Naming, Branding, Tagline, Logo