# Wealthcare for Women: Aligning brand identity to target audience

> After years of using improvised DIY solutions, financial advisor Russ wanted to do branding the right way.

- URL: https://cultmethod.com/work/wealthcare-for-women/
- Type: Case study by Cultmethod
- Sector: Financial advisor
- Scope: Positioning, messaging, identity, website, content strategy
- Engagement: One month, then a content strategy

> “You set clear expectations up front and delivered on them throughout. One of the best consulting experiences I’ve ever had. Period.”
>
> — Russ Thornton, CEO, Wealthcare for Women

## The brief

Russ advises women on retirement. His home-made brand and website were, in his words, “neither professional nor polished looking … preventing potential clients from reaching out to me to learn more.”

## What we made

Positioning and messaging, a logo and emblem, colors, brand guidelines, Instagram templates, business cards, covers for his podcast and retirement guide, and a new website.

## After launch

We followed the launch with a content strategy built to bring in leads from organic search.

## What the work includes

- Logo: Wealthcare for Women logo, an oak leaf beside the name in navy serif type, on a lilac-to-peach gradient
- Logo sketches: Dotted notebook page headed "Wealthcare for Women 2021 Logo sketches" with pen drawings of oak leaves, sprigs, and W monograms
- Emblem: Oak leaf emblem in a pink-to-purple gradient on pale lavender
- Home page: Wealthcare for Women home page with the headline "Retire comfortably with the help of someone who understands you." beside a photo of two women laughing, above an About section with Russ Thornton's portrait
- Instagram posts: Four Instagram posts in the brand gradients, including "Understanding spousal benefits" and "5 financial tips for women over 50"
- Podcast cover: Podcast cover for "Women's Retirement Radio" with Russ Thornton, showing his portrait and the Wealthcare for Women logo
- About page: About page with the headline "Helping women live great retired lives." above a short introduction to the firm and Russ Thornton's portrait
- Business cards: Front and back of a Wealthcare for Women business card, the back with Russ Thornton's name, title, and contact details
- Lifestyle photography: Older gray-haired woman and younger red-haired woman in cream sweaters laughing together
- Mobile pages: Three mobile pages of the Wealthcare for Women site: home, services, and frequently asked questions
- Messaging: "Retire comfortably." in navy serif type above a small oak leaf, on a lilac-to-peach gradient