Inspired Advisors: A Brand Big Enough For The Whole Plan
Financial Planning + Insurance
Wichita, Kansas
Brand Strategy, Visual Identity, Website Design
Most Clients Came For Medicare. Then They Stopped There.
Inspired Advisors had the expertise to help with an entire retirement: Medicare, income planning, insurance, Social Security timing. But 80 to 85 percent of their clients walked in for Medicare and had no idea the team did financial planning at all.
The business had also grown up under one person's name, with sites like MedicarewithJake.com and InsuredwithJake.com. That works for one agent. It doesn't work for a growing team that wants to be someone's advisor for life.
First, We Had Some Things To Figure Out.
With just two stakeholders at the table, Jake and Abigail Turner, we worked through every CORE Discovery exercise in a single six-hour session. They gave us one clear ask: put strategy behind the creative so they’d stand out in a crowded market. Quality over speed. And no talking down to anyone.
The CORE Discovery recap: brand attributes, the recap, and the scored revenue goals
Every CORE exercise, start to finish
One day, one sitting
Jake and Abigail Turner
So we started with the people they serve, and found a detail that changed the whole approach:
What to do.
Who to trust.
Their best clients are couples, 62 to 70, nearing retirement with a 401(k), no advisor, and one big worry: will this money last? The second audience is younger, 35 to 45, raising kids, under-insured, and starting to suspect their retirement plan won’t be enough. Both needed the same thing: someone real who would explain it at their level and hand them a plan.
Two of the customer profiles from the recap
Then We Scored Every Service.
Every service got two scores out of ten: how much the team wanted it, and how doable it was. Add them up and the brand’s lead writes itself.
That told us exactly what the brand had to lead with.
The Voice Behind The Visual.
Visuals get attention. Words tell people what to do with it. Discovery boiled the brand down to three words and one sentence.
Real.
Confident.
Results.
From the Inspired Advisors brand guide
Then We Found The Direction.
We built four stylescapes so the team could see the brand before anyone argued about it. The winner was professional, clean, and modern: black, white, and gold, with one warm accent color to keep it from feeling cold.
Direction 1 of 4
Direction 2 of 4
Direction 3 of 4
Direction 4 of 4
We Kept The Lion. We Lost The Crown.
Jake’s brief was black and gold, and a lion wearing a crown. We kept the lion and lost the crown, which made the mark feel timeless and established. Its face was traced from a real photograph and paired with modern type and a gold bar from the stylescape.
It says strength and confidence without saying “stuffy.” And it holds up on a polo, a sign, and a business card.
Building A Color Palette.
Charcoal and gold lead everything, with white for breathing room. Teal, a light warm gray, and a deeper warm gray only come in once all three primaries are on the page. Albert Sans Black carries the headlines and Hanken Grotesk keeps the body copy easy to read.
Then We Put It All Together.
One brand system the whole team can use, down to the photo rules: real people, warm homes, nobody staring into the camera, and nothing that looks like a corporate office.
Then We Built The Website Around It.
We built the website design around how people actually find Inspired Advisors: Medicare and health coverage up front, every option explained at the reader’s level, and a blog that keeps the teaching going. The goal was simple: a retiring couple should be able to book a welcome meeting without feeling sold to.
Medicare · 1 of 4
Health Insurance · 2 of 4
About Us · 3 of 4
Contact · 4 of 4
From The Medicare People To The Whole Plan.
Inspired Advisors now has a brand that matches the advice: real, confident, and built for the long haul. And it’s had plenty of work to do since launch.
Welcome, anniversary and birthday direct mail templates
Inspired Advisors Financial logo · Team business cards · Pocket folders · Plan checklist · Welcome letter · Direct mail set · Medicare postcard · Medicare webinar decks · Client resource fair · HR handouts · Website updates · Blog posts
One six-hour session. One much clearer direction. And a brand that keeps paying for itself.