Project Description

Selleck Financial Group

PROJECT SCOPE

Brand Messaging
Logo & Identity Design
Brand Guidelines

THE CHALLENGE

Within an incredibly commoditized industry, owner Jodi Selleck, had a deep vision for personalized and accessible financial services, allowing clients greater confidence in buying her services.

OUTCOME

We provided strategy, a platform for brand messaging, a logo, and a suite of visuals and marketing materials to convey her relaxed, but specialized plans for living well.

Strategy

During the discovery process, we learned there was a strong sense of purpose driving the company, so we built the brand around the intersection of shared values – families focused on wealth as a vehicle for joyful living.

Together, we developed the messaging and content for the website around Jodi’s open and professional tone.

Visual Identity

It was important to keep the visuals warm and approachable, like the messaging. Selleck Financial is a woman-owned firm, so it’s important that women are very much welcomed and encouraged – especially women of color.

The logo is an extension of the firm’s professional voice – speaking power, grace and wealth. We adapted the logotype from the historic Didot typeface, distilling it into something lively, clean and balanced.

Jodi is a business owner who leads with earnest authenticity, and this made the resulting brand work well-tuned to her goals and personal ethic.

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FROM THE CLIENT

“From the very beginning, I felt that Michele really understood my voice and my intention for my brand. Through the vision boards and conversations, I was able to further develop my intention for my brand and services. I gained a clear understanding of how I want clients to perceive me and the services I offer. This has given me the added confidence I needed to move forward. The process far exceeded my expectations!” Jodi Selleck, Principal, Selleck Financial Services

Flux Appeal is a branding and packaging studio in Austin, Texas, working with customer-obsessed businesses in need of strategic + creative services to increase desire for their products.

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