The tagline for this financial planning client is a double entendre with "Plan" reading as both a noun and a verb. Both interpretations reinforce the long-range approach needed for secure financial future.

Client: PS&E LLC, Rochester, NY

Category: Consumer financial planning and services

Target Markets: High-income local residents, especially business owners and individuals with large estates.

Objective: Educate and engage prospective clients while getting current clients up-to-date on the firm's holistic approach and product offerings.

Primary Creative Strategy: Starting with a tabula rasa, the agency developed a new identity and collateral materials that were on point, intriguing and true to the brand.

Program Elements: Combination mark, brand identity, tagline, primary messages, sales collateral and Content Management System website graphic and textual support.