Opportunity

To stand out in the financial planning category, Farther needed a fresh approach to their rebranding and new marketing website. As their competitors felt cold and techy, there was an opportunity to embrace the warmth and human touch the brand provides while showcasing its comprehensive platform and services. In addition to their proactive technology, Farther also has a team of experienced advisors to provide support and educational resources to their clients to reach financial milestones.

Solution

The combination of expert advisors paired with adaptive technology is what sets Farther apart. A neutral base color palette of cream, gold, and navy was developed to feel warm and inviting with pops of vibrant color for elegance. The selected typography is timeless and translates well across print and digital mediums. A set of ripple graphics were created to emulate the continuous growth of wealth in a unique and sophisticated way. The forward notch in the wordmark and symbol also conveys forward movement. For art direction, the images are elevated but approachable to clients at different stages of life. Imagery also includes warmer tones to fit cohesively with the color palette. 

The reimagined marketing website speaks to potential advisors and clients. The site feels inviting while providing easy wayfinding, educational messaging, and clear calls to action for both audiences. The hero animated ripple graphics draw attention to key messaging points and are distilled into simpler glyphs for additional navigation and information breakdown. The notch from the logo and symbol also serves as a holding shape for images with a forward-moving animation to signify growing wealth. Advisors have dedicated personalized bio pages to highlight their areas of expertise and attract clients.