Making Financial Planning
More Human

The Challenge

Create a personal finance brand with a human, more down-to-earth client experience unlike anything else in the market.

Outcome

A paradigm shift in the brand’s positioning resulting in clarity that previous business coaching had failed to deliver. This new vision supported by new brand strategy and identity positioned Lantern Wealth to stand out in an industry that is complicated, stuffy and full of ego.

Project Scope

  • Brand strategy
  • Verbal identity
  • Visual identity
  • Messaging
  • Brand guidelines
  • Collateral design
  • Newsletter design
lantern-landscape

Wilder Wealth, led by Dave Wilder, is a wealth management team that helps busy families grow their wealth. As a small brand, they faced an identity crisis, and Dave struggled with imposter syndrome. He was afraid of impersonating a large brand and not fitting the mould of a traditional financial brand.

Dave approached Backcountry to redefine their brand as a personal finance brand with a human, more down-to-earth client experience unlike anything else in the market.

lantern-discovery-whiteboard-1

We guided them through our brand development process that challenged them to think differently about their approach to the market. The process began with crafting the brand strategy with a unique positioning in the market to help their target customers.

customer-profile-family
lantern-one-liner

Customer Profile

We identified that their target customer wants an easy way to manage their wealth so they can clear their mind and get back to life. The problem is that wealth management is intimidating, complicated, and time-consuming. Their life is already hectic which causes them to feel guilty and overwhelmed.

Ultimately the customer wants to lead a well-balanced life with confidence in their financial plan so they can spend their time where they want, not where they have to.

lantern-brand-compass

Brand Compass

We then defined their north star to establish what makes them different, why it matters, and who will care. It creates a strong foundation for the brand that will lead them forward with clarity and purpose. The compass includes a brand positioning statement, core purpose, promise, and personality. From that, we developed a new name and new messaging.

lantern-simplier-way
lantern-sketches
lantern-symbol-foil

Once we set the creative tone, we designed a new identity system that reflected the “down-to-earth” approach. We created an approachable mark, a lantern, to light the way. A lantern provides comfort and assurance when the path is unknown.

The previous Wildern Wealth logo featured a “W” set within a mountain showcasing the landscape of western Canada. The graphic was clever but failed to make a connection with audiences. The new logo is designed to represent the brand’s new positioning and personality.

lantern-logo-compare
lantern-logo-vert
lantern-logo-horz-flat
lantern-symbol-shine
lantern-logo-vert2
lantern-enamel-pin

We also helped roll out the new brand, including providing design direction for the website, several whitepapers used for lead generation, a newsletter template, and stationery.

lantern-website
lantern-whitepaper
lantern-business-cards
lantern-stamp-mockup
lantern-sign

The result was a significant paradigm shift for Dave and the vision of his business resulting in clarity that previous business coaching had failed to deliver. This new vision supported by a new brand strategy and identity successfully helped Dave transition his business and position Lantern Wealth to stand out in an industry that is complicated, stuffy and full of ego. The change was well received by current and prospective clients.

"Backcountry helped me put my finger on exactly what I needed. Way more than pretty colours and nice words, they helped me focus and refine my brand."

Dave Wilder, Owner

Ready to start your own project?