Gallagher Financial Services
Gallagher Financial Services is a trusted provider of tax services characterized by a personal and thoughtful approach. Unlike larger, impersonal corporations, Gallagher establishes genuine, collaborative relationships with clients to guide them through all stages of their financial journeys.
-
Branding
Web Design
Positioning
Customer Journey Mapping
Automation Tools
Copywriting
Customer Research & Analysis
Branding
The Rebranding. Founded in 1974, Gallagher Financial Services has a rich history and a reputation for a rare-level of expertise in the financial sector. For this rebranding, it was important to create a classic and reliable feel while renewing the brand identity for modern times. The updated brand seeks to evoke a sense of familiarity, trust, and a hint of elegant sophistication, inspired by the lush greenery of its home in Eugene, Oregon. Despite being a complete rebranding, the new identity retains the charm of a classic brand that has stood the test of time.
Brand Visual Identity. The visual identity is rooted in the feeling of elegance and personal experience. The dark greens and sturdy yet simple abacus logo play off the brand's word mark, providing a sense of symmetry and continuity. The scattered beads of the abacus serve as a metaphor for clients' lives, carefully counted and moved with care and consideration. The slightly playful font used for "Financial Services" communicates a touch of human warmth and approachability that is characteristic of the Gallagher office environment.
Influence of Art: Classic art plays a significant role in Gallagher’s brand identity, suggesting a peaceful present moment, with a focus like how one spends time with a painting, so too are clients spent with as the accountants contemplate their situation and how to best help them.
Inspired by Gallagher's private office art collection, the classical art aesthetic enhances the brand identity by creating parallels between the careful brush strokes in art and the meticulous attention given to each client's financial situation.
Document Design
With Gallagher, I aim on transforming every client touchpoint into an elegant, user-friendly experience, especially the traditionally dry and complex tax documents. By meticulously redesigning each form, I aimed to ease navigation, reduce mental fatigue during tax season, and streamline the information-gathering process for both clients and Gallagher employees. These downloadable resources reinforces the consistency of Gallagher's brand identity of thoughtful, personalized tax services marked by simplicity and clarity across all interactions.
Web Design
-
Design Process
The design ethos behind the website was to create a sanctuary, a place where existing clients could feel at home and those seeking refuge from the cold, corporate world of tax could find solace. Utilizing all the brand elements in harmony, we constructed a place of understanding and assistance - a document center, a clear and transparent pricing structure, and a comprehensive help center that cuts through the noise and answers questions directly.
The website goes beyond providing mere tax information. From easily accessible links to client portals to practical parking directions, every feature communicates a thoughtful, client-focused attitude that Gallagher's customers have come to expect.
-
Solving Client Experiences
When it comes to branding, the magic lies in not just creating but solving - for both customers and employees. In line with this thought, I shaped and brought to life the Gallagher Help Center.
This hub, packed with guides, tips, and speedy answers, allows clients to bypass the need to make quick call-ins, saving them time and offering straightforward solutions at their fingertips. Simultaneously, it allows Gallagher employees to have more in-depth interactions with clients, turning their attention to those needing more complex guidance.
The Key
A unique brand lies in the intersection of what your business excels at and what your customers care about most. This connection forms the core of a strong, distinctive brand.
Gallagher seamlessly melds the best of personal, old school service with modern, deep insights into tax planning. This gives their clients the best of both worlds. It's not a hidden aspect of their brand, rather, it's communicated clearly to everyone who interacts with them, reinforcing the unique value they bring to the tax services industry.