Second Opinion Investor Services rebrands as Weigh House Investor Services
By Adnews Staff
Second Opinion Investor Services has rebranded itself as Weigh House Investor Services. The initiative is intended to support the company's plans for national expansion and to portray the company as a source for information for Canadian investors. The rebranding was handled by Pilot PR of Toronto. The assignment included the company's new name, branding, visual identity and website. The Weigh House name references the locations to which merchants would bring goods for accurate measurement prior to the establishment of international standards for weights and measures. "We imagined what it would have been like before standardized weights and measures, where a single sack of grain carried differing values depending on who owned the scales," said David Doze, a partner at Pilot. "It was clear as we looked at the issues that this is precisely where individual investors find themselves today. They are being asked to make investment decisions in a world where reports from financial institutions are weighted differently, where finding a valid benchmark to measure their progress is difficult, if not impossible."