Morton Wealth

TASK

In 2022, Morton Wealth engaged Studio-Oi to rebrand the business.  

WHO IS MORTON WEALTH?

Morton Wealth is an Investment management business founded in 1983 by the late Lon Morton. Lon’s philanthropic and virtuous values continue to resonate through the services they provide their clients.  

CHALLENGE

To propel and future-proof the brand while honoring Lon Morton’s legacy and integrity and maintaining the confidence of long-term clients who might resist change.  

The business sought to evolve from its original naming – Morton Capital Management (1983-2017), then Morton Capital (2017) – to better reflect its values and longstanding commitment to financial security for a best-lived life. 

SOLUTION

Our strategy sessions included eight focus groups led by two team members with public affairs backgrounds and one with a psychology degree.

We initiated the rebrand with a name change to Morton Wealth to highlight the significance of money beyond its financial value: a wealth of adventures, health, memories, family, and happiness.  

We avoided conventional banking colors such as dark blue, orange, green and yellow to distinguish Morton Wealth from its competitors and convey its unique identity. The perfect palette captured our vision: purple, symbolizing knowledge and power, paired with the calmness and approachability of aqua blue.

For the font enthusiasts! We selected the rounded Roboto as the primary sans serif for its friendly appearance, readability and expanded font-weight selection, and the punchy Knockout as the secondary sans serif. The humanized handwritten-like Northwell conveniently offered two branches within the font family for personalized letter preferences. 

We utilized the circles introduced in the 2015 rebranding to represent the holistic, continuous care that  Morton Wealth provides. 

The website was mapped out for the ultimate user experience and customer journey. We focused on concise yet impactful messaging, such as the tagline ‘Empowering Better Investors’ and engaging video content. Blogs were categorized to cater to clients’ specific interests, ensuring a tailored experience.

Morton Wealth values human interaction. To enhance this, we invested in premium Crane’s Lettra paper with raised embossing for printed event invitations, further personalizing the brand experience. 

SERVICES

Focus groups
Strategy
Website design
Visual & verbal platforms
Invitation design & production

CLIENT VALUE ‍

Through these strategic initiatives, Studio-Oi successfully repositioned Morton Wealth, reinforcing its commitment to integrity, philanthropy and human-centric services, while ensuring its relevance and longevity in an evolving financial landscape.

“Studio-Oi’s expertise, passion and thoughtful approach has not only enhanced our marketing strategy, but has also been instrumental in bettering the lives of our clients.” – Stacey McKinnon, COO and CMO, Morton Wealth

“We found Studio Oi to be incredibly creative.They really got to know our firm on a personal level, which we found to be a key differentiator that translated into their wonderful design product that was truly customized for our needs.” – Jeff Sarti, CEO, Morton Wealth

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