Project: Brand Identity
Industry: Financial
As a financial advisor, C. Andrews, Founder / President of Windward Financial Strategies, considers his job to help clients find the right financial path for them. His job is not to sell anything, but rather to explain financial options so simply that anyone can explain them to someone else. His job is not to categorize his clients, but instead, to know the little things about clients (because these are often the things that matter most).
A move to Alaska taught imparted many important lessons. The most important one: Don’t assume anything about anyone, especially in a state where you see broke people in nice suits and millionaires in worn-out boots and Carhartt. Nobody knows who you are when you walk in the door and nobody wants to be put in a box. We are all on our own paths. And we all want to be heard.
Originally, the Client wanted to have an out-of-the-box name for his new firm. But when those names were tested in online surveys with both clients and potential clients, respondents didn't at all like that direction for a financial advisor. With that decisive feedback a more traditional direction was formed.
In a follow-up survey to our focus groups, 75% overwhelmingly chose Windward as the name they liked best.
