Eminence Financial rebranded and launched the Future Proof daughter brand.
Phase I: Steve Kitchen and Kelly Gilbert of Eminence Financial Solutions envisioned teaching people sound investment and retirement savings strategies through a book and workshop. They had the knowledge and expertise they needed, but they lacked a clear narrative structure for their material. Because of this, Kelly and Steve came to Black Lake for help refining, branding, and spreading their message. Our discovery process resulted in the Future Proof Investing brand and book.
Phase II: Later, we realized it was time to revitalize the Eminence Financial’s overall brand. The key was to preserve the brand equity that Eminence already had, while enhancing and transforming the brand to better engage potential clients. To accomplish this, we collaborated with Steve Kitchen to go through another brand discovery process. This process resulted in a new website and branded materials for both Eminence Financial and Future Proof.
Steve and Kelly’s material can be organized around the story of a mission to Mars, using the narrative to explain the complexities of financial planning in a quirky, approachable way.
Eminence Financial is an organization confident in its conservative values, yet unafraid to innovate and challenge conventional wisdom.
Phase I: Black Lake worked with the Eminence team to write, edit, and publish Future Proof Investing, in which mission planners Kelly and Steve show us how to make a plan for an attainable and sustainable retirement. We crafted a visual brand with original art in a playful comic book style that complements the light but serious tone of the book. Finally, Black Lake leveraged the new Future Proof brand onto presentation and promotional assets to equip Steve and Kelly to run their workshops.
Phase II: Once we nailed down the message for Eminence Financial, we created verbal and visual assets to communicate it. This involved a complete identity package, including logo, color palette, visual guidelines, tagline, and marketing copy. Black Lake then leveraged the reinvigorated brand onto a new website, social media accounts, print materials, email newsletters, and presentation assets. We also took the opportunity to leverage the Future Proof brand onto a brand-new website.
- Future proof messaging and design
- Eminence Financial identity package
- Future Proof Investing
- Original illustrations and graphics
- Workshop materials and slides
- Eminence Financial website
- Future Proof website
- Social media and email newsletters
- Promotional assets
- Fliers and handouts
- Workshop and presentation materials
When our job was done, the Future Proof brand was clearly articulated, and our clients had a book and materials that communicated their story and equipped them to train their clients. Eminence Financial was also fully equipped to market their financial planning services and educate their public about investing.