Solomon

Challenge

As one of the oldest independent investment banks, Solomon is a trusted financial advisory firm that is known for its nearly 200 bankers who deliver tailored, candid advice based on deep industry expertise. However, its former brand no longer reflected the scale and success of the firm, nor the exceptional qualities of its bankers.

Solomon needed a refreshed brand identity – one that would respect its enduring legacy and help it stand out in a highly competitive landscape. 

Solution

The discovery phase allowed us to uncover Solomon’s deeply held beliefs and revealed an opportunity to refresh the identity around its three key pillars: deep industry expertise, great bankers, and good people who care.

Inspired by the firm’s heritage, we evolved the Solomon logo, dropping 'Partners' and creating a more confident and legible expression. The signature icon was also used as the inspiration for a brand code that is used to frame content and images, creating consistency across all marketing touchpoints. And to support the identity, brand messaging was developed to help communicate Solomon’s unique market advantage and expertise.

At the heart of the experience is a new website that features substantive content that supports Solomon’s value proposition, showcasing the firm’s transactions and teams.

To articulate Solomon's key pillars and inject humanity into the brand refresh we filmed and produced short films featuring senior bankers that succinctly articulate life at Solomon through genuine and authentic storytelling. A rarity amongst many of Solomon's peers and competitors.

Result

Solomon now stands apart from its competitors with a brand that captures the firm’s distinctive values and market position. Its refreshed identity has been rolled out across all levels of the business, creating a consistent, high-impact experience that reflects the strength, authenticity, and excellence of the firm.