Jones Financial Group

Objective

A seasoned financial advisor with a loyal following of clients, Patricia Jones decided to launch her own firm, Jones Financial Group. She sought a professional, yet eclectic brand that would bring her clients’ experience to life visually.

Strategy

To help this new company prepare for a successful launch, Affina began by conducting brainstorming sessions with Patricia and a key stakeholder. We then gathered additional input from brand champion clients during a focus group. Building off our findings, we articulated the brand positioning and designed a unique identity system that complements clients’ perception of Patricia as engaging and comfortable yet professional – not “corporate” in the negative sense.

Outcome

Upon approval of the visual look, we developed an entire identity system, including client binders and resources, marketing materials, client gifts, and other promotional items.