Capital Group

Capital Group Private Client Services is a boutique wealth management firm serving an elite group of ultra high net worth clients. With an ambitious goal for growth, they set out to deepen existing relationships and expand their client bases by bringing the firm’s premium experience to life—telling a consistent and compelling story across communications.

What We Did

Positioning
Voice and tone
Messaging
Communications strategy
Sales enablement
Sales collateral
Brand training
Thought leadership

Showcasing an intimate, personalized approach

Originally founded as a family office for Capital Group’s own portfolio managers, the bar for service and investment performance is high. And unlike competitors, Capital Group takes ownership for client investment selections, leading us to our core message: We care for our clients’ wealth like we care for our own.

Defining a brand with a human voice that resonates

Embodying the persona of the trusted family friend, the brand speaks in a way that is intimate yet professional, smart without getting too technical, and confident without being arrogant.

Bringing a premium brand experience to life

Capital Group provides a premium and personalized client experience, so our communications ensure that every touchpoint brings that feeling to life. From the tone of the copy to the photography to the weight of the paper stock in print materials, every element feels considered.

Bringing a premium brand experience to life

Capital Group provides a premium and personalized client experience, so our communications ensure that every touchpoint brings that feeling to life. From the tone of the copy to the photography to the weight of the paper stock in print materials, every element feels considered.

Bringing a premium brand experience to life

Capital Group provides a premium and personalized client experience, so our communications ensure that every touchpoint brings that feeling to life. From the tone of the copy to the photography to the weight of the paper stock in print materials, every element feels considered.

Turning employees into brand champions

It’s critical that our brand is delivered across every aspect of the organization. We developed interactive workshops to introduce the new story, messaging and communication materials, and inspire employees across functions to be brand ambassadors.