Threshold Group

Brand Strategy and Website Rebooting a wealth management brand

Threshold Group repositions for a new audience and remakes its digital experience.

  • 01 of 04 GLG case study video: Threshold Group brand refresh and website redesign.
  • Using responsive web design, the Threshold Group website connects with an increasingly mobile audience.
    02 of 04 Using responsive web design, the Threshold Group website connects with an increasingly mobile audience.
  • A contemporary new logo features an “exponent” that reflects the company’s core values.
    03 of 04 A contemporary new logo features an “exponent” that reflects the company’s core values.
  • New value cards help Threshold Group communicate its core values to both clients and staff.
    04 of 04 New value cards help Threshold Group communicate its core values to both clients and staff.

Threshold Group was growing like a hot portfolio. Established as an investment advisory firm for affluent, philanthropic-minded families, Threshold Group had in recent years extended a growing list of wealth management services to individual investors and private foundations. Additionally, the acquisition of an East Coast investment firm helped the burgeoning Seattle-based company establish a national footprint. With the expansion, Threshold Group found that its brand and marketing messages had drifted off their marks. The Garrigan Lyman Group (GLG) stepped in for a complete brand reboot―which included changes, updates, and complete do-overs on everything from client personas and brand positioning to brand guidelines and the company logo.

With the updated brand standards and story in place, work began on an all-new website. Rewritten, redesigned, and redeveloped from the ground up, Threshold Group’s internet home now articulates the brand story in a fresh, succinct, and more relevant way to a broader and increasingly mobile audience. Responsive design creates a consistent brand experience across internet devices large and small. Intuitive navigation helps users find desired content and services quickly and also captures important marketing leads. And a built-in content management system (CMS) allows the team at Threshold Group to update content or create new web pages quickly and easily.

With a refreshed brand and a better digital experience, Threshold Group is now equipped for accelerated growth at the forefront of its industry.

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