As relative newcomers to a mature financial marketplace, NorthRock Partners needed to carve out a niche for their 25-year-old financial brand.

In a homogenous category, we set out to highlight the brand’s singularity. Part financial advisor, part lifestyle coach, part go-to friend, NorthRock isn’t for everyone—it’s for those looking to be the best versions of themselves. And speaking of better to best, armed with their new brand positioning, NorthRock grew their AUM (assets under management) fom $4B AUM in 2022 to over $6B AUM in 2024.

This full brand strategy and identity rebrand included positioning and manifesto, personas, identity design, strategic messaging, creation of a proprietary Personal Office™ experience and a mobile-first digital ecosystem.