PlanFirst Financial Solutions is an emerging company filling the gap in services to the low- to mid-market, underserved by the high-end financial institutions such as T. Rowe Price or Charles Schwab. PlanFirst was looking for help with brand development and positioning within the current financial landscape.

Substance151 created an image that both speaks to PlanFirst’s credibility and expertise and appeals to the consumer. It also clearly conveys the concept of “bridging the gap” – the most critical element in PlanFirst’s positioning.

Building on the idea of achieving financial wellness, we created a system of icons that exemplify the American dream – owning a house, providing a college education for your kids, vacations, etc. The choice of photography – close-ups of people’s faces – creates a strong emotional connection.