ROLE

CD/Writer

AGENCY

Primary360

VIBES

Quiet Luxury, Finance Edition

TEAM

Michael Hinde

Keith Caruso

CAPABILITIES

Brand repositioning

UX Strategy

Visual Identity

Q: How do you rebrand a financial firm without tarnishing trust along the way?

A: Build a brand that becomes the metaphor for everything they already do best.

Coastal Capital Group managed $2.5B+ in assets but their brand didn’t reflect their client-first philosophy. They needed positioning that would differentiate them from product-pushing competitors while reassuring existing clients that nothing fundamental was changing—a messaging challenge that required balancing aspiration with continuity.

We developed the TimeScale Financial name, brand architecture, and messaging platform. And I developed a three-principle brand architecture that moved beyond typical financial industry promises:

Redefine Your Standard positioned fiduciary service as baseline, not premium.

Measure What Matters to You shifted focus from performance metrics to personal goals.

Make Every Day Count for More emphasized incremental progress over dramatic gains.

The rebrand launched with a new website and visual identity that supported their Mid-Atlantic expansion—and ultimately helped position them as an attractive acquisition target.

The site may be gone post-acquisition, but it was a beauty while it was up!