Legacy Advisors Network creates and implements tailored plans for business continuity, succession, transition and exit planning. We worked with LAN to update and re-envision their brand in order to meet their modern market and establish greater levels of trust.
Our Role:
Visual Identity • Brand Positioning & Strategy • Art Direction • Competitor Analysis • Tone & Voice • Copywriting • Web Design & Development • Ebook Design
Pairing intentional strategy with fresh visuals.
LAN advisors take on the role of trusted partner, guiding business owners to look beyond their immediate perspective—to understand the value of the business as an asset and learn how to maximize that value for their next chapter. In the same spirit, we went back to basics in order to find that diamond in the rough—a perspective yet seen. Before we started putting any pen to paper we conducted extensive market and competitor analysis to help determine LAN’s very specific place in the industry.
Using the data we found we were able to create a deep-rooted strategy for the LAN brand, all centered around the positioning—Business Evolves. The brand we created serves to act as a friendly-face in an industry otherwise filled with stiff imagery and even stiffer language.
The building blocks of the brand
We took this idea of a trusted guide and developed it into a dependable personality of “The Experienced Navigator” that LAN could use as a benchmark for their brand. This archetype helped us to then define the tone and voice of the brand. Through simple language and relatable examples, the brand makes complex topics accessible. The voice is warm and personable, using conversational language to engage clients. Clear and transparent communication reinforces the brand’s reliability and commitment to the customer. Through storytelling that demonstrates empathy, expertise, experience, and a track record of success, LAN endeavors to spark curiosity while establishing professionalism and building trust.
Preparing for the future while not forgetting the past.
In the same way that LAN provides continuity planning to it’s clients, we wanted there to be a sense of evolution, not reformation, with LAN’s new brand. We dispensed with the cautionary color palette to make way for a more inviting, friendly palette. Extending the color set gave us opportunity to connect each step in the process to deeper meaning, and align more with each representative step.
We are grateful for the talented team at ODD + EVEN. True to their brand, they are a seriously fun creative agency that listens well, provides a fresh perspective, are easy to work with, and delivers excellent outcomes.
— Catherine Varner, Executive Director, Legacy Advisors Network
A welcoming digital experience
LAN is often praised on the quality and warmth of their person-to-person interactions. We took this point of pride and extended it to how we approached their digital interactions. From the language used, the friendly faces shown, to lively illustrations and subtle interactions; we intently crafted everything in opposition of the stale approach that financial conversations often have.