Financial Services
Group Name
William Blair blends the world-class investment resources of a full-service global firm and the high-touch service and culture of an independent boutique. This model empowers the firm to turn a laser focus on their clients’ success across market cycles and across generations. Jenna Kiernan, a senior client relationship associate at William Blair, came to River + Wolf, seeking a name for a working group within William Blair. The group manages over 5 billion in client assets and as such, needed a solid, traditional sounding name. GreenBridge fit the bill as green is a common symbol for growth and money whereas bridge captured the concept of wealth across generations.
Other Projects

Jenna and her team gave River + Wolf free reign to develop a wide variety of names, from edgier tonalities such as Group 606 (all zip code in Chicago begins with 606) to more conventional financial names such as Terra Sky and VestMark. Even when a client gravitates towards a particular kind of naming character, exploring a range of naming types is wise as it can solidify or change an initial interest.