Fiduciary Trust: Branding and Advertising

Fiduciary Trust is a contemporary company with age-old values. Even though it has been in business since 1885, it has evolved with the times. Morrissey & Company was hired to reflect this idea through advertising by evolving the look and feel of the brand from an institutional, somewhat distant persona to a warmer, more accessible personality. One campaign targeted the high-net-worth audience and the second targeted lawyers as key intermediaries.