Charter BTA

Mission

Charter BTA is a sole proprietor financial advisor who was growing rapidly, and was operating past capacity. In order to continue serving the community and be able to provide the same great results, Charter BTA needed to increase its operating capacity by expanding its team. With both culture and competence being key considerations, Charter BTA needed to establish a brand identity that would attract the right fit to join the team.

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Outcome

With both culture and competence being key considerations, Charter BTA needed to establish a brand identity that would attract the right fit to join the team. We started our process with Charter BTA from the ground floor. We identified key characteristics of the business, developed a visual identity system, and office collateral.

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Impact

Charter BTA was able to find the perfect fit; a husband and wife who share the outlook and vision of the founder, as well as being extremely qualified professionals. The identity system was strategically launched to a group of key stakeholders, and the response was extremely positive. New partnerships are being developed and new business is being created as a result of these recent initiatives.

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Process

During our discovery and strategy sessions, we decided on our end goals. We wanted to help our client move from 20% of our time spent in front of their clients to 80%.  This meant an increase in operating capacity, accomplished by bringing new talent onto the team.

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The way we accomplished that was by establishing Charter BTA as an authority within the industry, making the company an attractive place to work. Until now, despite being one of the top industry performers, Charter BTA had paid no attention to branding and had no other team members. In order to attract the right people to join the team, we needed to present Charter BTA as a legitimate workplace with a desirable working environment.

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After identifying who we were speaking to, we decided what we wanted to say to them. By the end of our workshop, Charter BTA had finally been able to take thoughts, ideas, principles, and visions that had been floating around for years and articulate them concisely in one place. Charter BTA’s communication has never been clearer or more consistent.

After getting to know the business on a very intimate level, we were able to move into visual development. Through a series of workshops, we were able to dive deep into identifying appropriate brand attributes that would resonate well with our ideal talent. We identified key descriptors around values and beliefs, culture, attributes and benefits, behavior, tone of voice, and look and feel. We then distilled all of these characteristics into two words: Disciplined Innovation. These attributes are our measuring stick moving forward in our identity system development.

Logo development started with researching ideas and concepts that fit the tone of “Disciplined Innovation,” as well as being appropriate for the name Charter BTA. A nautical theme had already been established, and we landed on an abstraction of a sextant—a complex device used for plotting a course, finding a way, and navigating through unknown waters. We were in complete agreement that this mark was the perfect representation for the company, and quickly moved forward from there.

Once we had a visual direction established, it was very easy to create a brand guide that captured everything we had discussed, so that these ideas could be easily translated to anyone who comes into the picture—consistent documentation of the core characteristics of the company.

We produced an entirely new, custom made brand identity system for Charter BTA. With both culture and competence being key considerations, we developed  a brand identity that would attract the right fit to join the team. We identified key characteristics of the business, developed a visual identity system, and office collateral.

Logo development started with researching ideas and concepts that fit the tone of “Disciplined Innovation,” as well as being appropriate for the name Charter BTA. A nautical theme had already been established, and we landed on an abstraction of a sextant—a complex device used for plotting a course, finding a way, and navigating through unknown waters. We were in complete agreement that this mark was the perfect representation for the company, and quickly moved forward from there.