ArchBridge Family Office

Rebranding for national reach

St. Louis Trust & Family Office was introduced to Sheepdog, bringing a 23-year history of excellence and trust in helping families of significant wealth manage assets across generations.

In contrast to industry conventions, the firm is known for providing fully objective, unbiased guidance, free from conflicts of interest, and serving client families in a proactive and totally personalized way.

St. Louis Trust & Family Office first engaged Sheepdog to sharpen its messaging and accelerate marketing and business development strategies. After interviews with senior partners and clients, and an audit of the firm’s brand and marketing system, we saw a much bigger opportunity.

While the firm had the scale and sophisticated expertise to serve clients nationally, its name was geographically limiting and even confusing. It sounded like a bank in St. Louis. The firm’s brand design, website and presentation materials had consistency, but didn’t capture what set the team apart, or their unique character and energy.

Sheepdog guided St. Louis Trust on a full re-brand, looking to change the name, identity and redevelop all brand touchpoints. We engaged trusted creative partner, Cue Design for this work. Cue is great at synthesizing complex businesses and brands down to their core essence, and they are collaborative to work with.

Sheepdog developed an all-new brand positioning, centered on guiding families through the complex intersections of wealth and life. We all ideated new names, seeking to convey reach, vision, and a hint of our St. Louis heritage, while navigating a crowded landscape of existing trademarks.

The new name, ArchBridge Family Office, was implemented across a comprehensive range of print, physical and digital brand applications. The transition to “ArchBridge” was seamless, thanks to a thoughtful messaging strategy and careful planning of the new brand implementation.

Identifying opportunity, setting direction, aligning the team and executing with excellence is a complex herding operation! Sheepdog is proud to have helped propel ArchBridge forward.