Ross Smith: An Expedition To A New Place

ROSS SMITH IS AN ALTERNATIVE ASSET MANAGER THAT MADE A DECISIVE DECISION TO VEER AWAY FROM WALL STREET.

Ross Smith came to Meyler looking for a complete identity rebrand. Their language was stale and typical. Their overall look and feel was safe. Their materials were dated. Meyler came in to revitalize all areas of their brand. 

  • Language

  • Identity

  • Logo

  • Website

  • Marketing materials

  • Digital marketing deck

  • Video

IDENTITY

rOSS sMITH aSSET mANAGEMENT CAME TO MEYLER FOR HELP REESTABLISHING THEIR SENSE OF IDENTITY. wE LEAD THEM THROUGH OUR BRAND STRATEGY SESSIONS AND WERE REALLY ABLE TO UNCOVER A GREATER SENSE OF THEIR OWN BRAND IDENTITY AS WELL AS HOW THEY WANTED TO BE PERCEIVED BY THE OUTSIDE WORLD. 

 

Maverick [ mav-er-ik ]

Noun – A lone dissenter, as an intellectual, an artist, or A politician, who takes an independent stand apart from his or her associates.

Meyler came up with a number of concepts the embodied the Ross Smith story. Together, we created a concept, branding, and art direction that was completely unique and unrivaled in the industry. Ross Smith is a group of mavericks, forging their own path in the financial realm.

We wanted their brand to embody the the cliffhangers, the expedition leaders, the risk takers. We wanted masculine, impactful, and above all else, 100% all their own. We accomplished this through bold new colors, font, and hand drawn sketches.

 

LOGO

Ross Smith's old logo was simple and typical to what we see in the industry, using the standard serif font and emblem. Our goal was two fold:

  1. Drop a number of words from their name
  2. Make it impactful while keeping it minimal.
 
 

Old Logo

New Logo

 

WEBSITE

A website is so much more than just the look and feel.

Our goal was to look at the language and how it related to the overall identity and impact of Ross Smith. How could we provide language that supported the creative? How could we design and structure the creative to support the language?

Their original site used a traditional layout, categorizing the sections via individual pages. We wanted to take a different route. We chose simplicity over clunky. A long scrolling site that wove together the illustrations and language - taking visitors on a journey by telling the Ross Smith story.

You can view their website here.

 

MARKETING MATERIALS

We redesigned a handful of Ross Smith's marketing materials based off of their new brand identity.

How could we make the traditional pitch deck engaging? How could we communicate strategy and performance in an engaging way? Because Ross Smith trusted us with our vision to Meyler-ize their materials, it was by far one of the most fun marketing decks to put together. In the end, not only the deck, but all of the materials we put together truly speak to the identity and design-forward nature that Ross Smith has come to embody.

 

DIGITAL DECK

While we had print decks in play, we also wanted to have a digital deck. The question: can we find a way to combine two different pitch decks into one? The Answer: Of course we can, and we will.

Keeping with the flow and narrative we had put together for all other Ross Smith items, our goal was to create an intro that split into two different funnels. Using a similar template to their website, we were able to weave two pitch decks together.

 

 

CONCLUSION

AN EXPEDITION TO A NEW PLACE.

We started from scratch with Ross Smith. After attacking and truly analyzing the real questions behind their brand identity and what they stood for as a company, Meyler was able to develop a brand new creative brand identity that not only is one of a kind, but truly speaks to the core of Ross Smith Asset Management. Delivering an entire arsenal of tools, Ross Smith truly does stand out amongst the crowd. 

This was by far, one of our most favorite rebrand overhauls to date.