PWM

Previously, Private Wealth Management advisors had the option to use an external vendor for their own websites. To ensure consistency and prevent brand fragmentation, we introduced a new color palette for the PWM brand, which maintained its prestige look and feel while keeping the established font family used within IG Wealth Management. This approach moved the PWM property from the IG family, avoiding the use of three different typefaces and preserving the brand's integrity. By bringing the majority of these practices under the IG website umbrella, we demonstrated our strength in the private net worth arena and solidified our position as a leading player in this space.

The existing competition and PWM advisor pages lacked branding that aligned with the essence of private wealth. They were missing a distinctive branding that not only set them apart but also established them as authorities and leaders in the private wealth sector from the very first impression.

The Private Wealth Management division at IG lacked a clear voice, but this presented an opportunity to define and establish the PWM brand. By conducting interviews with select PWM advisors and sending out a survey beforehand, we gathered critical and precise information that guided the creation of a visual language unique to IG's PWM brand. Our research delved into the brands used, lifestyles, and goals of clients, leading us to discover a visual language that resonated with our target audience. This serves as the foundation for the future of PWM, with a strong focus on meeting user needs and expectations. We strategically plan and execute meaningful interactions and experiences to earn their trust and deliver meaningful moments. By infusing micro-moments with longevity, we can craft an innovative and user-focused branded story for Investor Group.

Every successful brand requires a compelling story. With our rich history and unique Canadian identity, we placed emphasis on crafting an authentic visual narrative for IG's PWM property, ensuring its connection and alignment with the overarching brand.

IG's purpose is to create authentic and easily understandable story arcs that are based on human truths, aligning with user journeys. Consistent and meaningful long-term engagement occurs at every touchpoint, choice, climax, and resolution.

Creating a brand story that lives within a larger property requires a balance across all platforms and mediums. Private Wealth Management (PWM) needs to address and exceed the expectations of the prestige and affluent. Our research reveals a remarkable growth in the evolution and segmentation of personas within the high-net-worth category. Crafting tailored story arcs requires a brand stewardship that can effectively communicate a vision, capture intricate nuances, and adapt in real-time to achieve key performance indicators (KPIs). IG Wealth Management will successfully cultivate data-rich relationships with users who are deeply connected to the essence of the brand.

Inspired by the affluent city of Monte Carlo, known for its high net worth individuals, we recognize the significance of a compelling brand story. Authenticity is key as we aim to establish lifelong connections with our audience. Our story begins with the mindset of drawing inspiration from the affluent community of Monte Carlo, while ensuring inclusivity that extends beyond exclusivity.

To ensure consistency and effectiveness in PWM's communication across various mediums, it is crucial to set a strong foundation and create a comprehensive framework. This framework will provide guidance and direction to PWM, enabling it to effectively convey its message and brand identity. By establishing a cohesive approach that spans all mediums, PWM can build a strong and unified presence, enhancing its reputation and connecting with its target audience more effectively.

With the enthusiastic embrace of the voice and design language we developed, an exciting opportunity emerged to create a significant impact within IG. This opportunity presented itself in the form of their annual event for advisors, called 'Apex.' However, a challenge surfaced as we aimed to maintain a consistent style across multiple photographers. Since not all IG and PWM advisors could attend the event and were scattered across Canada, a solution was needed. To address this, I curated a look book that was distributed to IG and PWM advisors. This look book served as a guide, outlining our envisioned site aesthetics and offering direction on how they could capture a portrait that embodied the distinctive look and feel of IG and PWM advisors. We even included detailed explanations of lighting setups and shooting techniques to ensure a cohesive visual experience, essential for maintaining the elevated experience of PWM and the modernized look of IG. Remarkably, on the first day of the event, every available slot for a portrait was fully booked. This resounding success serves as a testament to the impact we achieved and the effectiveness of our solution. With a bright future ahead for PWM, we remain committed to elevating the brand to new heights.

After capturing all the portraits and incorporating additional elements into our design system, the successful launch has ignited a desire for further integration. This newfound enthusiasm has opened doors to exciting collaboration opportunities that were previously hindered by the limitations of the old site. Requests from different lines of business have poured in as we persistently enhance the new experience. The stakeholders have wholeheartedly embraced the process and now actively seek our assistance in expanding their online business presence. This stands as a testament to the significant impact we have made and the undeniable success of our efforts.