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Industry Spotlight > Broker Dealers

Commonwealth Financial Has a New Look

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Webpage screenshoot of Commonwealth Financial The new look of Commonwealth Financial’s homepage and brand.

Nearly a year after Commonwealth Financial Chairman Joe Deitch said the firm was hard at work on a planned rebranding effort, its new look has been revealed.

Out are the six pyramids, along with the blue and gray color scheme. There are several slanted lines that look like rays of sunshine, along with plenty of green and yellow (like the colors of the Oakland Athletics and the Green Bay Packers).  

“Commonwealth has always stuck out and been a bit different in the industry, and the brand didn’t fully reflect that,” said President & COO Trap Kloman, in an interview. The new brand is meant to do that for both the firm and its advisors, the executive said.   

“If you like at nearly every company in our space, with the exception of maybe Fidelity, they are all shades of blue and gray,” Kloman explained. “For a variety of reasons not just to be different we thought [the new color scheme] resonated well in the digital environment. It’s also distinguishing.” 

In addition, “We’ve wanted to evolve the brand to say, ‘We really are a broker-dealer and an RIA,’” the executive said. “And we’ve wanted to have a stronger presence in the digital world, which we believe the [new] branding accomplishes.” 

The effort, announced Monday, is the first major tweaking the firm’s done to its brand since its start some 40 years ago.

Its key developers were Chief Marketing Officer Brian Sullivan, hired two years ago from Northeastern University and previously director of marketing for the Boston Red Sox; Corporate Communications Vice President Jennifer Rosinski, brought on a year ago from the University of Massachusetts’ Commonwealth Medicine unit; and Brand Development & Experience Vice President Hilary Soltz Short, hired in 2019 from the agency Connective DX. 

“I give them a lot of credit,” Kloman said. 

Standing Out

For many brands, “It’s about the individual company or them. Commonwealth has always been about community, and this brand refresh does an incredible job at making this about the community our advisors and employees are part of,” the executive added.

As for how the firm’s new look dovetails with the needs of its 2,000-plus independent advisors, “They are looking for more support with branding, marketing and identifying with their communities,” he said. “That’s going to be critical to their long-term success to stand out from all the commoditized, low-priced offerings that a client could otherwise select.” 

The new look, he adds, is meant to support “and tell the advisor story and that … Commonwealth can really help you with your community and your brand. Also, you can grow and evolve at Commonwealth, just as we are doing so.”  

The firm is set to host its first virtual national conference Nov. 11-13.