GSB Wealth Management Rebrands for Growth |
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After a thoughtful discovery and design process that engaged the input of both long-standing and recently hired team members; leadership from GSB, and unaffiliated peers, GSB Wealth Management has chosen a new identity — Grey Ledge Advisors.
“As a long-standing leader in wealth management, executive benefits, and financial/retirement planning, following the acquisition of CTMA, we determined it was time to create a more encompassing identity,” shared Ken Russell, President and CEO of GSB Wealth Management. “We tasked ourselves to resolve a brand that not only reflected our accomplished, professional team but also represented our full scope of services and core competencies.” The inspiration for the selected brand — which was initiated by a member of the team — was drawn from an intentional focus on key values and the mission of the organization. The solid iron Grey connotes the steady and unwavering years of experience, combined with the upward trajectory of an iconic Ledge. This rebrand highlights a commitment to long-term stability and financial path for clients and the community. Following a successful trademark registration, the brand began rolling out this month. Over the months ahead, the transition will continue with very visible applications including new collateral, signage, digital/social initiatives, and a fully-refreshed website. “We have already prepared communities close to home regarding this change,” continued Ken. “Communications have been issued to the collective GSB team and of course, our clients. Our vendor and industry partners are being notified through other standard communications and we will be issuing formal media communications when total brand replacement is complete." |
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The brand overview diagram (above) provides further details about the elements of style behind the brand standards. In the weeks that follow, further updates will be shared via LinkedIn, established podcasts, and trade media as GSB Wealth Management becomes Grey Ledge Advisors.
“We look forward to stepping out in this elevated new direction with the support of the GSB Community,” summarized Ken. “On behalf of the entire Grey Ledge team, thank you for the many words of encouragement we have received to date.” |
