The work we’ve done with our clients has been shortlisted for the following two categories:
Best Corporate Rebrand Following a Merger or Acquisition: HALO
HALO had grown rapidly in recent years, having made six major acquisitions. To capitalize on the potential of developing a truly national branded merchandise platform, HALO needed to create a powerful master brand that conveyed the combined strength of these acquired companies. Insights gleaned from our extensive quantitative and qualitative research led to a new brand idea that went directly to what HALO enables, rather than what it provides. “The Power to Break Through” — the new tagline — encapsulates a brand laser-focused on what HALO’s clients want to do above all: “break through” the clutter and noise to engage their customers and prospects. The brand platform was supported by targeted messaging for each of the company’s three business segments, emphasizing the unique benefits to HALO’s clients of having all three of these businesses under one corporate parent.
Best Brand Development Project to Reflect Changed Mission, Values or Positioning: LPL Financial
LPL Financial, a financial services company dedicated to supporting financial advisors across the U.S., had successfully established itself as the nation’s largest independent broker-dealer. But through organic business development as well as acquisitions, the company had evolved to become much more than that. To meet its full potential, LPL had to develop its brand to better reflect its unique value and range of solutions. We worked with LPL to define a new brand centered around a core idea — “Feel Free.” This emotive rallying cry was designed to act as a call to action for advisors to become part of LPL’s revolutionary vision for the industry and was supported by a robust narrative and architecture framework to educate advisors on the company’s rich offering and value proposition.
DeSantis Breindel has previously been awarded a Transform Awards Silver prize in 2020 in the category of “Best Corporate Rebrand Following a Merger or Acquisition for its work with Quaker Houghton, and a Transform Awards Bronze prize in 2020 in the category of “Best Brand Evolution” for its work with Thornton Tomasetti.
The winners of this year’s Transform Awards North America will be announced at an in-person awards event on November 2nd in New York City.
