Led by seasoned investment bankers with over 20 years of experience closing hundreds of mid-market deals, Cleary Gull has established a solid reputation based on proven success, access to strategic and financial buyers, and uncompromising commitment and integrity. However, in order to convey the firm’s unique value to clients, prospects and recruits, the managing directors at Cleary Gull knew they needed to update the company’s messaging, beginning with their website. Working intimately with Trefoil Group to achieve a positioning statement that clearly articulated their differentiating value proposition, the theme and tone of the content was set. Emphasizing a team-centric approach, the brand story ultimately described a group of Midwestern bankers – led by senior bankers and supported by a team of vice presidents, associates and analysts – who take their work personally, relentlessly working to produce the best outcomes for their clients. Through newly developed content, design and photography, this messaging became the cornerstone of Cleary Gull’s new website.