McNulty Group
Branding, campaign, and website for a dental wealth management firm.
ROLE
Principal Designer
CONTRIBUTION
Creative Direction
Art Direction
UX/UI Design
Copywriting
DELIVERABLES
Brand Strategy
Brand Identity
Website Design
Campaign
RESULTS
Increase in AUM from $450M
to $500M in one year.
[1] Brandmark
[2] Portrait photography
[3] Brand fonts
[4] Brand digital colour accessibility
[5] Brand illustrations
Project Brief
The McNulty Group is a niche wealth management firm specializing in managing retirement savings for Canadian dentists, with an estimated portfolio of $500 million.
With 40 years of experience, the firm offers holistic and personal approaches to help professionals transition from work life and practice ownership to a worry-free retirement.
Their strategy includes holistic retirement planning and a dividend investing strategy, enabling dentists to retire comfortably, fund their lifestyles, and grow their wealth post-practice sale.
Client Needs:
- Present services and value propositions clearly and succinctly to engage dental practice owners, encouraging them to learn more and take the next step in signing up.
- Reduce the time spent by the client in explaining their services and approach to prospects.
- Overhaul the existing website, which was a template provided by Raymond James and governed by them, as the client was dissatisfied with its presentation and communication.
- Increase awareness of the firm's new investing strategy and management approach, which allows dentists to live off the income from their portfolio while growing their yearly income and capital.
Brand Campaign
With record-high dental practice values and the firm's holistic retirement planning and dividend investing strategy, the firm empowers dentists to retire comfortably, fund their lifestyles, and grow their wealth after selling their practices.
Their approach launched the 'Live Off Your Dividends' campaign, which showcased these benefits through compelling client data, performance metrics, and client stories.
The campaign focused on:
- Targeted inserts in dental association magazines
- A dedicated email blast to the magazines' distribution list
- A redesigned website to highlight the product offering
- A system to capture leads
- An identity refresh to align with the brand and client values
- Setup and management of MailChimp for monthly email marketing
- Provision of analytics and analysis to inform future content
- SEM/SEO strategies to optimize website marketing landing page copy for better searchability
All work adhered to Raymond James compliance requirements, ensuring regulatory standards were met throughout the process.
Outcomes:
- The outcomes included increased brand awareness within the dental community, successful generation of qualified leads, and a surge in client inquiries.
- Additionally, the firm experienced substantial growth in its assets under management (AUM) from $450M to $500M within a single year.
- The new communication strategy also significantly reduced the need for upfront meetings to explain services, saving valuable time for the client.
Brand Identity
The brand identity design for the McNulty Group represents a blend of traditional values and modern innovation.
The "M" brand mark is central to the brand identity, symbolizing strength and stability, while its three bars suggest the firm's adept navigation through the ups and downs of complex markets, offering a bespoke connection to the McNulty name.
The Baskerville and Univers fonts embody a legacy of trust and a promise of progress, and Andreas Samuelsson's illustrations make the firm’s services more warm and inviting.
The colour palette communicates calmness and competence: light grayish-blue and pale blue convey clarity and trust; soft teal injects a modern, health-oriented vibrancy; and dark slate grey imparts gravitas and sophistication.
Altogether, these elements form a cohesive brand experience that is both distinguished and intimately tailored to meet the unique financial needs of the dental profession