Woodstock Corporation—Marketing and Branding a Legacy
Woodstock Corporation is one of Boston’s most respected private wealth management firms, with a legacy dating back to 1929. Originally established as a family office to manage the financial affairs of William A. Paine, co-founder of Paine Webber, Woodstock provides financial counsel to high-net-worth individuals and families across generations.
Great Island Design collaborates with Woodstock to maintain its brand strategy and expand its marketing initiatives, always distilling the firm’s purpose, values, personality, and voice.
Woodstock Corporation
Logo Design
The Woodstock logo pays homage to the bold geometry of Art Deco, the defining aesthetic of the era when Woodstock was founded. This versatile and contemporary mark balances heritage with modernity, serving as a strategic centerpiece for the brand.
Environment Branding
The logo’s flexibility shines in its application to Woodstock’s office space. A striking, frosted white “W” spans the floor-to-ceiling glass panels of the conference room, creating a bold, sophisticated statement as visitors enter the space.
Website Design
We brought the Woodstock brand to life on their website by:
- Using a unique photographic metaphor for growth, we use dramatic black-and-white images of trees and forests, accented with vivid green highlights. This visual treatment complements the firm’s name and suggests strength, vigor, and endurance.
- The logo appears subtly, repeated like a watermark in photographs, adding a refined reinforcement of the visual identity throughout the site.
Branding and video
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 its people. The videos reveal important intangibles in an industry where trust is paramount.
Branding and Woodstock’s online newsletter
In addition to the printed version of Woodstock’s newsletter, the same content resides digitally in the “News” section of the Woodstock website. Frequently adding content to their website supports Woodstock’s position as an industry authority for search engines. Newsletter summaries appearing in Woodstock’s social media and digital marketing platforms link back to this web-based content and drive readers to their website.
Print Newsletter
Woodstock’s quarterly newsletter—QMP—provides clients with in-depth economic analysis authored by the firm’s investment experts. This print publication reinforces Woodstock’s position as an industry leader while offering insights to its audience.
Email Marketing
Evergreen, Woodstock’s monthly digital complement to QMP, delivers concise summaries of Woodstock’s analysis directly to clients and prospects. This digital initiative offers multiple benefits:
- Easily shared content broadens readership.
- Monthly updates ensure regular client and prospect engagement.
- Repurposing content maximizes marketing efficiency.
We update Woodstock’s LinkedIn page with the content derived from Woodstock’s quarterly newsletter—another good use of existing content.
“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