ArchBridge Family Office

Repositioning for national reach

St. Louis Trust & Family Office was introduced to Sheepdog by an industry colleague and past Sheepdog client. As a multi-family office serving families of significant wealth, the firm had a 23-year history of excellence and trust in helping families 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 engaged Sheepdog to sharpen its messaging and accelerate business development strategies to attract client families beyond its midwestern base. 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 and messaging strategy, centered on guiding families through the complex intersections of wealth and life. The team collaborated on ideating new names, seeking to convey reach, vision, and a hint of our St. Louis heritage, while navigating a crowded landscape of existing wealth management trademarks. The new brand identity, ArchBridge Family Office, was implemented across a comprehensive range of print, video, digital and physical brand applications. The transition to “ArchBridge” was seamless, thanks to a thoughtful messaging strategy and careful orchestration of the new brand implementation.

Assessing brand equity, identifying opportunity, setting direction, aligning the team and executing with excellence can be a complex herding operation! Sheepdog is proud to have helped St. Louis Trust become ArchBridge Family Office and set the stage for national expansion.