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A Study in Branding — Woodstock Corporation

The Value of Branding

Research shows that powerful, repeated brand building is the primary vehicle for business growth. Your brand expresses who you are to your audience. When done well, your brand permeates every communication you make.

Who is Woodstock?

Woodstock Corporation is one of Boston’s oldest and most esteemed private wealth management firms. Founded in 1929 as a family office to manage the financial affairs of William A. Paine of Paine Webber, Woodstock counsels high-net-worth individuals and families across generations.

Great Island Design worked with Woodstock to develop their brand strategy. This research phase considered the firm’s purpose, values, personality, and voice.

We began with a logo.

The Woodstock corporate identity suggests the bold geometry of Art Deco, a movement that was defining at the time of Woodstock’s founding in 1929. History and longevity are attributes that separate Woodstock from its competition. Creating a mark that honors Woodstock’s heritage, yet is versatile, clean, and contemporary was a strategic decision.

We applied the logo to Woodstock’s corporate environment.

The logo’s versatility is apparent in this application to Woodstock’s conference room. A grand scale, frosted, white “W” spans floor to ceiling glass panels. This bold expression of the visual brand is the first thing visitors see upon entering Woodstock’s corporate offices.

We integrated the brand throughout the website.

  • Using a distinctive photographic metaphor for growth. Black and white photos of trees with vivid green accents are used to suggest financial growth.
  • Employing language that reinforces the brand promise. Focusing on the integrity, clarity, and commitment to serving the client is a hallmark of a fiduciary.
  • Incorporating the logo throughout. The logo is reinforced using the Woodstock “W”, which is applied like a watermark in the photos.

Go to the Woodstock Website

We introduced the people behind the brand.

Research shows that allowing personality into a brand story ensures a greater connection with clients and creates differentiation in the marketplace. Great Island Design produced three custom videos that introduce Woodstock’s services, philosophy, and people. The videos present important intangibles like trust, integrity, and honesty, which are central to the firm.

View all three Woodstock Videos

We applied the brand to Woodstock’s quarterly newsletter.

Each quarter, the financial advisors write a comprehensive newsletter that delivers concise analysis and positions the firm as industry thought leaders. To maximize the audience, we reformatted the printed newsletter content to express Woodstock’s visual brand, and it now resides digitally in the “News” section of the website.

Go to the Woodstock News Page

We provide monthly branded email marketing for Woodstock.

Evergreen is a monthly email version of Woodstock’s quarterly newsletter. It offers a content summary and provides a link to the long-form articles on the site. The benefits are numerous:

  • Easy sharing expands the network of readers.
  • Monthly distribution offers regular contact with clients. It strengthens relationships with clients and prospects alike.
  • Summarized, shortened content often appeals to a reader’s preferences.

We bring the Woodstock brand to Linkedin.

Each month we update Woodstock’s Linkedin posts, which like Evergreen, take an interested reader back to the long-form article on the Woodstock website.

The three branded digital channels that present Woodstock’s newsletter content reinforce one another and communicate with a variety of audiences.

“Great Island Design has advised Woodstock over the last fifteen years, first as we redesigned our logo and then as we moved through three upgrades to our website. We’ve found Great Island offers a wonderful combination of technical expertise and creative, artistic expression. They listened to what we wanted to accomplish and then showed us how to do it. Great Island has helped us manage the complexity of moving to new forms of client engagement.”
— William H. Darling, President and Chairman of the Board, Woodstock Corp.

Services for the Woodstock marketing program include:
Branding Strategy • Logo Design • Marketing Research • Copywriting • Website Design & Programming • Script Writing • Video Production • Environmental Graphics • E-Newsletter • Social Media Integration • Photography

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