When JL3 Financial transitioned from being part of an advisory firm to operating independently, they needed a brand identity that reflected their unique perspective. Their primary focus was creating a resource-rich website to educate existing clients while positioning themselves as trusted financial advisors. We crafted brand messaging that balanced clear, approachable education with the aspirational goals their clients strive for, building trust and fostering relationships.

JL3 Financial provided us with a logo and a limited color palette, but they needed a fully fleshed-out visual identity to stand out. We expanded their brand design to reflect the warmth and aspirations of their clients, incorporating earthy tones and imagery inspired by Wisconsin’s forests and lake life. The result is a cohesive, inviting brand that resonates with their audience and highlights their strong roots.

Creating educational resources for current clients was the site’s primary goal, with new client acquisition as a secondary focus. We developed website copy that answers their clients' most frequently asked questions while reinforcing the trusted relationship JL3 Financial cultivates.

Built on Squarespace, the site offers intuitive navigation, resource-focused pages, and a welcoming design.