BROCKENBROUGH
Branding family values in the fickle world of financial services.
Lowe Brockenbrough has built a rock-solid reputation throughout the Southeast based on discreet, white-glove services for sophisticated investors and institutions. From fractional CFOs to family offices to retirement planning, the Brockenbrough family had very quietly built a financial dynasty on good, old-fashioned values and strong relationships. They reached an inflection point in 2020, when they needed to simplify the firm’s name to Brockenbrough. Leadership decided they needed more than a name change. They needed to start translating their impressive capabilities to younger and more modern investors, institutions and families. A new website emerged as the perfect vehicle to connect the estimable Brockenbrough brand to its future.
WHAT WE DID:
Strategy
Identity Design
Site Design
Content
Uniting strategy
Leadership tapped Virginia-based agency, Brand Federation, to guide the Brockenbrough brass through a repositioning effort, a logo redesign, and a high-level brand identity exploration. Brand Federation, in turn, tapped Grove to apply that work to the design/build of a new Brockenbrough.com which would also become the primary launch vehicle for the firm’s name change, new purpose and new identity.
Research and identity
We got to work understanding the firm’s culture and heritage in a series of one-on-one interviews. These insights helped us understand and expand the brand’s new identity. With our own design exploration in hand, we set to reimagine the user experience for Brockenbrough’s clients—from startups using fractional CFO plans, to blue-blood southern families, to the South’s largest employers using Brockenbrough’s retirement planning services.
The site
In the end, the new site reflected all the hard work the firm had just done. The homepage is both more aspirational and more descriptive. It makes a better first impression on new visitors while also more efficiently directing clients and repeat users to their desired content. As a result, the Brockenbrough brand is better prepared for the future—yet still plainly rooted in the firm’s values and heritage. Today, it’s a brand that unites the past with the present and points to a brighter tomorrow.
