Ellis Miller
After being in business for eight years, Ellis Y. Miller decided to rebrand his financial consulting business. His goal was to establish a business entity larger than just himself. He sought the expertise of Cassel Bear to create the visual brand. We came alongside of his team and helped name the company, create a logo, build a brand identity and develop a marketing campaign.
Ellis has a law degree along with a financial background. He has positioned himself as a financial consultant to his strong base of Dutch-speaking Amish and English-speaking clients. His focus is helping his clients build, protect, transfer and distribute wealth through pleasant financial conversations.
Part of the challenge in designing a brand for Ellis was to make the overall image appealing to highly educated professionals as well as the ultimate conservative client. To accomplish this, the brand had to convey trust and approachability.
Cassel Bear addressed these challenges through color, use of photography, the power of words and usage of good design elements. Green and blue colors are strongly associated with the financial industry, although the shades used are conservative and accessible. Ellis's photo was used whenever appropriate to instill the image of a trustworthy professional into both the conservative and educated mindset. Well-designed photography of rural symbols and settings were disbursed throughout his marketing materials to communicate his unique business positioning. Cassel Bear emphasized his tag line, 'Pleasant Financial Conversations', by adding a simple 'Let's talk' tag-along to communicate that the conversations are down-to-earth without sales pressure. Lastly, several distinctive design elements were boldly used on a consistent basis to show his investment in good design.