BEACON TRUST wanted us to help them discover—and then embrace—the true essence of their brand identity. Who were they really? What set them apart? With a fresh set of eyes and a desire to listen more than talk, the insight became wonderfully evident. They were actual innovators in the staid world of wealth management. But we know. We know. Everyone says that. But these experts were going beyond the world of (yawn) wealth “management.” They didn’t just sit back and “manage” wealth. They were more active. Inventive. They innovated wealth strategy on an individual level. This approach resulted in their campaign idea of “Wealth. It’s different for everyone” and their new tagline—“Innovating Wealth Strategy.” Now that was something we could sink our marketing teeth into. And we did. It allowed them to stand out from the thousands of others who claimed the same. Together, Beacon Trust and LevLane have become highly visbile in the financial marketing category.