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New Brands

Whitehorn helps clients define—or refine—their vision and put that vision to work in the marketplace. Whether we're creating a new brand or repositioning a multinational corporation, launching a new consumer product in the mass market or building a global licensing program—our practical, engaging solutions help realize a brand's true potential—in any category and any market.

New Products

Whitehorn is a premier full-service branding agency whose business planning and strategic development solutions attract a world-class clientele, including corporate giants, celebrities, innovative product manufacturers, energetic entrepreneurials, and visionary nonprofits. Our team includes strategy, innovation, research, corporate branding, national retail product sales, licensing, publishing and marketing professionals handpicked for their experience, expertise, and creativity.

New Markets

Nimble, insightful, and inventive, Whitehorn Group offers a comprehensive range of services to meet our clients' multifaceted needs—from full-fledged business strategy, retail channel development and brand solutions to targeted initiatives that penetrate new markets. Whether advising during a merger or acquisition, introducing an innovative product, launching a digital marketing plan or helping create new revenue streams—our clients have discovered that we consistently deliver results that change markets—and increase shareholder value.

Alliance BernsteinBackground
Alliance Capital was a leading global investment management firm providing investment management services for many of the largest U.S. public and private employee benefit plans, foundations, public employee retirement funds, pension funds, endowments, banks, insurance companies and high-net-worth individuals worldwide. The company was also one of the largest mutual fund sponsors, with a diverse family of globally distributed mutual fund portfolios. Now merged with Sanford C. Bernstein & Co., LLC, the company now also provides in-depth research, portfolio strategy and trade execution to the institutional investment community. Together the two companies lacked a unified brand and message to the market.
Approach
To reflect their prominence and growth while signaling confidence and stability we counseled a new unified brand name bringing together the legacy and strength of each parent. We then created a new brand identity which effectively functions in 60 global markets on every continent from Asia to North America. Our complete identity package includes standards which address every aspect of communications from signage to collateral to the Web.
Results
While minimal media investments have been made to launch the new brand the effect has been powerful. Awareness is tremendous and the reaction from investors and the media has been fully positive. The $ 700 Billion company now has a united and clear communications stance with a strong visual identity to support long-term growth.

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