CASE STUDY
ABZ Financial Planning
A Financial Planner
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. ABZ Financial Planning needed a brand and website that actually match the level of service Jason provides for his clients: straightforward, knowledgeable, expertise that’s genuinely human. No fluff. No sales. No “ick”.
BEFORE
THE PROBLEM
DIY wasn’t cutting it anymore
Jason’s old brand and overly-wordy website weren’t doing him any favors.
The visuals felt sterile. The website was complicated. And the “advice-only” model? Not explained clearly at all.
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
A brand and website that actually feels like Jason: calm, smart, and steady
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 built a visual identity and website that actually work together 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
A fully custom website designed for clarity and ease
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. Hellooooo strategic 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.
