Project Spotlight

Announcing Grimes & Company’s New Look for All Seasons

Grimes On All Devices

Congratulations to Grimes & Company on their updated brand and new website! We loved working with everyone at Grimes to develop a visual identity that reinforces their mission to provide financial peace of mind. Grimes & Company is a Registered Investment Advisor (RIA) providing financial planning and investment management services to clients across the country.

We partnered with Grimes & Company to develop a cohesive visual identity that carries through all their marketing materials. Before we developed the new look, we conducted one-on-one interviews with team members as well as clients to understand how the firm is perceived and formalize brand pillars. We also reviewed the branding of key competitors to determine strengths, weaknesses, opportunities, and threats. Our research culminated in a findings report, with a brand promise that inspired all the creative to follow:

“In a world where financial planning is increasingly complex and the investment landscape is ever-changing, Grimes is driven by innovative thinking and a proprietary, client-centric strategy. Our teams of experienced financial planners and portfolio managers work together to customize an integrated plan to protect and grow your wealth – today and tomorrow.”

New Identity

The new logo references the established lighthouse icon but is completely refreshed with san-serif typography, more vibrant blue hues, and a simple, modern, stylized lighthouse line with the firm’s innovative thinking.

Grimes Logo


The new website is fresh and modern. The tagline “Wealth Management for All Seasons,” was maintained, but made more prominent and paired with gorgeous seasonal imagery. Their dual services are emphasized on the homepage and throughout the interior pages to clearly reinforce their capabilities. The Grimes team is also highlighted throughout the site. Portraits appear with a sentence on rollover that quickly introduces each person in an engaging, friendly, and interesting way:

  • Adam is a CFA, CFP®, and constantly humbled golfer.
  • Karen is a  CFP® and has climbed Mt. Kilimanjaro twice.
  • Justin is a CFP®, father of three daughters, and a talented musician.
  • Kris speaks 5 languages and loves to crochet while listening to audiobooks.

Grimes Web

Collateral & Brand Standards

We helped roll out the brand across printed and digital collateral including stationery, pocket folders, report covers, social media banners, a PowerPoint template, and an email marketing template. The brand standards manual documents the new brand and will be used to help maintain brand consistency.

Grimes Stationery

Grimes Brand Standards

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