Our client, a leader in impact investing, wanted to create a new division responsive to the needs of independent financial advisors. An information-rich, online center providing advisors with the resources they need to get up to speed on impact investing. Because this effort was web-based, we knew that electronic and collateral media were a vital part of getting this message across effectively.

Our first task was to create a name for that division that would be unique, informational and educational. At Mind Over Markets, we love the notion that the “name is the claim”, and if appropriate, try to employ that notion when naming a company, service or product.

To do that, we coined a name that would belong uniquely to our client: Greenvestment Resource Center. We created a branding line that would explain the services they provide: “The Gateway to Sustainable Investing”. We positioned the center as the first stop and the portal into green and socially responsible investing.