Financial Planner branding & website design
ABZ Financial Planning
CASE STUDY
Brand + Web
As a former RCMP officer-turned-finance-nerd, Jason knows first-hand what it’s like to navigate finances when life throws you a curveball. But his old website wasn't building the credibility it should. He needed an online presence that actually matched the level of service he provides: straightforward, knowledgeable, and genuinely human.
Enter: financial planner branding, messaging strategy, and a certified financial planner website to reflect the high-value, human-first service he delivers.
BEFORE
THE PROBLEM
DIY didn't reflect high-value financial services
Jason’s DIY logo and overly-wordy website weren’t doing him any favours.
The visuals felt sterile. The website was complicated. And the “advice-only” model? Not explained clearly at all.
It didn't match Jason's expert financial services or the high-value experience he creates for clients.
For clients who value autonomy and straight talk, it just wasn’t clicking. ABZ was growing up, and Jason needed a brand that could grow with it without losing his approachable, human-first vibe.
AFTER
THE SOLUTION
Strategic financial planner branding and website design that feels calm, smart, and steady (just like Jason)
One conversation with Jason, and you can tell that he’s a downright gem of a human that genuinely cares about his clients. With StoryBrand messaging and website copy by Dawn at Greenhouse Creative, we positioned Jason as the guide in his clients’ financial story — someone who sees the roadblocks, knows what’s coming, and offers clear, practical ways forward.
From there, we developed custom financial planner branding and website design that actually works to build trust in Jason’s expertise and empathy:
A logo suite that’s modern and confident
A grounded, masculine-leaning colour palette
Strong, clean typography
Clear and easy-to-use financial planner website design
A Brand Playbook so the whole thing stays polished as ABZ grows
Professional without being stiff. Strategic without being boring. Confident without being flashy. Just like Jason.
THE RESULT
Goodbye DIY. Hello professionalism.
Now ABZ matches Jason’s high-level expertise: confident, credible, and genuinely approachable.
Clients instantly understand the advice-only model. The visuals resonate with independent thinkers. The website builds trust before the first call even happens.
Jason is positioned exactly as he is in real life — smart, steady, and a little unconventional. And the brand is built to support his next chapter of growth, without ever getting in the way.
