R.L. Hulett:
St. Louis’ Oldest Investment Bank Invests in New Branding and Website Redesign


Based in St. Louis, MO, R.L. Hulett is a middle-market investment banking firm providing business owners, executives and private equity firms with M&A advisory services designed to deliver optimal outcomes. The firm has a deep commitment to client success and a 40+ year track record with lead advisory roles in hundreds of transactions.

Seeking to differentiate itself from others based on its passionate approach and ability to deliver exceptional results through an unwavering commitment to client service, RL Hulett turned to MVP for brand revitalization, including new business positioning statements, logo, literature, and website.

As the longest tenured middle market investment bank in the St. Louis region, RLH’s reputation for integrity, honesty and hard work have been the cornerstone of their success and longevity. With that in mind they challenged MVP to create new messaging and digital assets that would reinvent the way the firm expressed and communicated these core values.


As an M&A generalist and serving six primary markets ranging from Plastics & Packaging and Food & Beverage and from Transportation & Logistics to Tech-Enabled Services, the Client sought a site that would be competitive with both industry specific firms as well as larger I-banks from coast to coast.

MVP’s first step was to employ its proven MVP BrandMate℠ process to the development of verbal business and brand positioning statements, which could be subsequently woven into site copy, and then leveraged to coin the “Proven. Professional. Principled.” tagline that was derived from the branding process. Next, MVP revamped the firm’s logo into a modern and assertive brandmark characterized by arrow-like imagery, signifying growth and development.

With visual and verbal branding assured, MVP reinvented the Client’s website. Following completion of a Competitive Assessment, as well as Needs Analysis, Site Map, and Creative Brief documents, MVP differentiated RL Hulett from its competitors through a full-screen approach with ample white space to showcase such key content as About Us, Industries, Services, Transactions and News & Resources. To add home page interest, an inspiring St. Louis riverfront flyover video, interspersed with industry-specific b-roll, inspires viewer engagement. This is further accented by dynamic deal statistics and bespoke styling that ultimately leads the visitor to sign up for the company’s newsletter or complete the “Contact Us” form.


“The MVP team did a great job of not only redesigning our website but in helping us articulate our mission, vision and values. Their ability to provide an outstanding combination of visual and verbal imagery and messaging really helps set us apart from our competitors and sets them apart from the other marketing firms we interviewed. We’re pleased to recommend MVP to other I-Banks and Private Equity firms seeking the “best of the best.”

Trevor Hulett, Managing Director

Website Design & Development
Branding & Logos
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