Positioning a Proven Firm to Win Bigger Clients
Creative Direction
Brand Strategy | Messaging
The Client
Valley National Financial Advisors (VNFA) is a regional wealth management firm that’s delivered trusted, personalized financial guidance since 1985. Their integrated model supports every aspect of a client’s financial life—from investment strategy to estate planning.
Well, there’s your problem
The Crux
Valley National had decades of credibility and a loyal client base—but their brand didn’t reflect it. Their message looked and sounded like every other small advisory firm, despite offering the kind of service and expertise you'd expect from a national player.
With new leadership stepping in, there was a clear opportunity: preserve the firm’s reputation while elevating how they show up. To attract a higher caliber of client and compete on a bigger stage, they needed to reframe their brand around what made them different—and deliver a message that matched the firm they’d become.
Redefining the Story
The Strategy
A discovery workshop revealed more than just brand gaps—it uncovered an opportunity to elevate the firm’s story. They needed materials that matched the caliber of their service and the aspirations of the clients they wanted to reach.
A new brand narrative focused on putting clients at the heart of the message—positioning VNFA as experts who help people shape their future without losing sight of the present.
With this lens, a sharper value proposition and messaging platform followed, giving the firm the tools to speak with purpose, attract the right audience, and step confidently into their next chapter.
