Katie Chastain
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HM Payson

In the beginning of 2017, KINGSPØKE became the Agency of Record for HM Payson. The legacy investment firm was in need of a new brand strategy, brand style, messaging, campaigns, and video. My role was to establish the new brand style. 

HM Payson has established a long legacy of trust in Portland since 1854. We landed on a style that felt historic, wise in years, approachable, nostalgic, patinaed, and never stuffy. This brand needed to feel wise, professional, yet also approachable. 

 

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Elevated Maine Style

Elevated Maine Style

The brand color palette was updated to include rich earthy tones with blue accents to visually convey "we're trustworthy". Slight changes were made to the logo to make it more friendly, solid, grounded, and modern. Photography style was to feel warm, nurturing, and bring to mind scenes of established places in Maine that have been well-cared for.

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Website Re-Skin

Website Re-Skin

HM Payson needed a quick solution to update their website to match their new marketing materials. I proposed a simple re-skin, where the fonts, photos, colors, and feel were replaced to be more consistent with the new brand guidelines. 

This will also serve as a visual transition when the site is eventually completely overhauled.

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This is Trust

This is Trust

Working closely with the HM Payson team, we landed on the campaign message "This is trust" for the rest of 2017. The photos had to show a trusting relationship between two people. Mother & daughter, father & son, grandparent & grandchild, etc. 

All campaign photos had to feel slightly risky to one of the parties, but still pass the "mom-cringe" test.