Claymore Securities

Financial Services


Brand and Website Refresh


Brand Positioning, Website, Logo, Product Line Icons, Fund DNA Family of Icons, Product Illustrations, Literature System, Stationery Program, Presentation Templates, E-news Formats, Brand Guidelines



Claymore, an investment advisory company, called on us to help them develop materials with a strong and consistent look. Working closely with the director of marketing, we defined the company’s core attributes: fresh, progressive, transparent and innovative. We then developed a brand refresh around these concepts. Our goal was to modernize the brand, while incorporating the visual and cultural themes that got them where they were.

We evolved their existing “sword” logo, maintaining the motif, but giving it a more progressive, contemporary look and feel. We also developed an extensive and sophisticated illustrated imagery system to represent each fund’s primary investment focus, and we made it flexible so their internal graphics team could easily extend the program as new fund products were developed.

The leading initiative was to revamp their website. We brought new thinking to their financial content delivery system. We reduced the content down to the essentials and in doing so, created simple portals enabling investors and advisors to quickly and easily access what they wanted, enhancing the website’s efficiency and the client’s experience.