Prime
Buchholz
Branding | Web Design | Internal & External Facing Template Design
Prime
Overview
Prime Buchholz was established in 1988 and has grown to become a leading, completely independent investment consulting firm advising more than 250 institutional clients. They were one of the first investment consulting firms to develop in-depth expertise in alternative investments such as hedge funds, private equity, and real assets. Prime Buchholz’s clients include educational endowments, private and public foundations, cultural and faith-based organizations, healthcare and insurance organizations, pension plans, and high-net-worth families. Prime Buchholz was aware that their brand and, as a result, their website looked dated and nondescript at the time that they approached Stout Heart for a website redesign and development project.
The goal for this project was to differentiate Prime Buchholz from other investment consulting firms by better telling its brand story of mission-aligned investing both on the web and in its supplemental marketing materials and to do so with a more modern, updated aesthetic.
The goal for all of Prime Bucholz materials to move away from the preconceptions of how banks and financial institutions visually present themselves, while maintaining some of the brand’s original equity. A brighter color palette was chosen as a stark contrast to the legal greens and browns that are commonly found in financial marketing materials. The brighter palette and use of gradients gives a feeling of energy and movement. The new look and feel also employs a generous amount of white space so that the user doesn’t feel like he or she is being bombarded by information.
Stout Heart also coordinated and directed a photo shoot using real employees in an effort to humanize the brand in a space that tends to feel stuffy and unapproachable.
An extensive audit of Prime Buchholz’s internal and external documents was done to ensure that every touchpoint of the brand was consistent. Materials ranged from pitchbooks and presentation templates, to business cards and letterheads.
