MUTUAL GROUP

Mutual Advisors, as it was formally known, faced an identity crisis. Its outdated graphics and weak connection with its audience highlighted challenges, including a divided structure: one arm supporting small advisory firms with Registered Investment Advisor (RIA ) licenses, and the other focused on brokering. As the company neared its 40th anniversary, it approached Studio Oi to revitalize the brand, unify the two legacy divisions, and build a cohesive strategy for presenting them under a single name, website, and tone of voice. 

Studio Oi conducted multiple focus groups to guide the brand overhaul and took on the comprehensive rebranding task, starting with a name evolution to ‘Mutual Group’ – a symbol of unity. We managed every aspect of the transformation, from brand development and communicaitons to domain acquisition, website creation, culture and leadership videos, back-of-house, setting up social media channels, back-end business logistics, LinkedIn training, and systems onboarding.