![PiperJaffray logo](https://www.schermer.co/wp-content/uploads/2019/02/PiperJaffray-logo.png)
Building an insight-driven strategy out of a culture that truly resonates
ALIGN YOUR BUSINESS, ALIGN YOUR BRAND
If your brand isn’t aligned, nothing is. Piper Jaffray had successfully ridden the financial industry rollercoaster for 120+ years. But as the focus of private client services changed to investment banking, their brand had not.
![PJ Before After](https://www.schermer.co/wp-content/uploads/2019/02/PJ-Before-After.jpg)
Unearthing The Insights On What Matters Most
Our proprietary research methodology dove deep into what sets Piper Jaffray apart from its Wall Street competitors. Our findings led to a distinct culture through which Piper Jaffray embraces its Midwestern ethics. And perhaps most telling: the empowerment of employees to serve their client’s interests first, even if it means advising them to hold or pass on a deal.
Creating Purpose From Partnership
As SCHERMER developed brand strategy, one core value distinguished Piper Jaffray: partnership. We discovered that no financial institution had built its brand on partnership. We even crafted it into a tagline: Realize the Power of Partnership.
![PJ Brochure mockup](https://www.schermer.co/wp-content/uploads/2019/02/PJ-Brochure-mockup.jpg)
Inspired expression
SCHERMER modernized the entire Piper Jaffray design system. Bold headlines. Stylish graphic elements. Warm, candid images of trusted relationships at work replaced tired mountain visuals — showing that Piper Jaffray is filled with passionate experts.
A brave step forward
Embracing their brand of partnership is a brave step that sharply differentiates the firm.
“We partnered with Schermer on a 16-month process of redefining our brand in a way that truly underscores our culture, legacy and shared strengths. What resulted is a platform that is not only distinctive among our peers, but one that employees are excited about with a message that clients inherently relate to.”
– Jeff Klinefelter, Global Head of Equities, Piper Jaffray
![Piper_web_mockup2](https://www.schermer.co/wp-content/uploads/2019/02/Piper_web_mockup2.jpg)
WHAT WE DID
Brand Strategy + Positioning
Messaging
Tagline
Website
Video
Marketing Collateral
Advertising
Pitch Book Design