Impact Financial Group is recognized for its innovative financial solutions and delivering an exception client experience, establishing a solid reputation within the industry. Two years ago, the company merged with a local accounting and tax practice and an insurance company and can now deliver three key elements of comprehensive financial planning:  wealth management + accounting and tax + protection/insurance. Following the acquisition-led merger, the combined organization seeks to present a holistic and credible value proposition to the market without erasing the heritage, pride, and distinctive strengths of each legacy brand.   Project Goals:1. Create a holding company identity (name, logo, mission, vision, values for the parent brand) that honors each legacy company's pride of ownership.2. Define a brand architecture for harmonizing the three legacy brands with rationale and a brand style guide3. Create a differentiated messaging platform that presents a clear, client-facing story for comprehensive planning (wealth + tax + protection) including brand archetype, tone, voice and personality along with value proposition, messaging pillars, proof points, tagline, and elevator pitch.4. Deliver an internal and external launch plan

Key activities will include conducting a SWOT analysis to assess the strengths, weaknesses, opportunities, and threats related to the combined organization. Students will engage in qualitative research methods, such as interviews and focus groups with stakeholders, to gain insights into perceptions of the individual brands. Additionally, they will analyze approaches other advisory practices have taken to develop their integrated brands including assessing communication and messaging strategies and evaluation metrics. Students will also develop a presentation to share their findings and recommendations with company stakeholders.