After 12 years of working together, the Fenimore and Spiral teams work collaboratively together building everything from branding and website to advertising, tradeshow displays, promotions, email templates, events and brochures. Our challenge this time was to modernize the brand and streamline Fenimore’s client-facing materials. There was already a history of strong brand recognition built over the years, but there was a need to elevate the firm and position them as an industry flagbearer for the new decade.
Spiral further simplified the ‘quilt square’ logo to better appeal to a wider audience including younger investors and introduced a new color palette and fonts to simplify and modernize the look and feel of the brand.
Prior to introducing the brand that is seen today, we first developed a refined version of the logo that was a shorter departure from our initial 2012 redesign and systematically Fenimore began to introduce it along with redesigned materials so the transition would be less of a jump.
FAM Funds is a product or suite of Funds offered by Fenimore to individuals and families, but with a logo that had a very similar treatment and weight as the overarching brand it may have given the wrong impression. Spiral created a sub-brand that while still in line with the overarching brand, had its own unique logo, color palette and imagery.
Spiral developed a comprehensive brand guide for Fenimore and applied its strategy to every aspect of their outward appearance including a full stationery suite, advertising, annual reports, fact sheets, newsletters, emails, presentations, pitchbooks, forms and social media.
Financial Services advertising that connects
A series of digital and print media ad campaigns have been developed to reach a younger 35+ demographic highlighting Fenimore's long-term investing services, their commitment to community support and their customer-friendly IRA rollover accounts.
Website development and digital media for all touchpoints
Fenimore approached our team to create a modern and robust website to market their products, community involvement and insights which is a way to share the team’s latest thinking on their company-level research and the markets. We developed a comprehensive and detailed site flow diagram and outline to organize and create a smooth user experience for their customers, ultimately optimizing the site and improving accessibility to all users.
Connecting to the customer is key to success for the Fenimore Asset Management team. A series of email marketing templates were developed and implemented so that the communications coming from them invoked trust and clarity of message.