Square Deal Financial

Genuine. Confident. Humble to our core. True to our word. Putting others before ourselves. We know that hard work and honest sweat are the building blocks of a person’s character. Family is more than blood. That standing together is always better than standing alone. Square Deal Financial works with clients to stand together for the best possible future for everyone. No matter who walks through the doors of the office, they're treated with the respect they deserve, client or not. Living up to the brand promise is how Square Deal Financial ensures how clients experience it and how they tell others about it.
Square Deal Financial is a financial advising service for manual trade workers. Their mission is to to build trust and create financial security and independence for every customer. I created a brand and brand system for this financial service, with the target users in mind.

Meet Wayne

He’s been a farmer for years and is in his mid-forties. He’s happily married with a family. He has a financial planner, he isn’t quite sure it’s right and is looking to switch to a different company. Square Deal Financial can help with that.

With their customers in mind, Square Deal Financial is dedicated to building trustworthy and prosperous relationships that lead to financial stability and growth for blue collar workers.

Copy Strategy and Tone

This is the voice of Square Deal Financial. The goal is to come across as understandable and friendly, yet straight-forward. Don’t write long, impersonal marketing-speak. Write like real people writing to other real people. Use contractions. Sentence fragments. Whatever sounds real. Financial investments aren’t rocket science, and our clients shouldn’t feel like it is. The last thing we want is to make it more difficult for people to understand. We want them to have confidence that their future is in safe hands.

This is a sample email that would go out to clients, using the copy strategy and tone.

Brandmark

The “square” is a common tool used in manual trade work when measuring square angles. The term “square deal” also alludes to Theodore Roosevelt’s domestic program, where he created a significant number of manual trade jobs. The phrase “a square deal” is also very commonly said by those in manual trade jobs, as it means “an honest and fair transaction or trade,” which is what Square Deal Financial strives to be.

Touchpoints

These touchpoints exemplify the graphic system in use. Each touchpoint uses the tone and voice and exemplifies the iconic square shape and has been identified through user research and best practices.

The interface is where clients and non-clients can find information about Square Deal Financial and the services provided.

Facebook is the most common social media platform amongst Square Deal Financial's target clients. Here, they can answer people’s financial questions and give resources for people to make educated financial choices.

Yard signs are placed in and around job sites to promote Square Deal Financial and its services to those working on the site.

Direct mail can be sent to clients to remind them of a meeting coming up or to wish them happy holidays.

Stationary is frequently used in clients meetings. The folder is given to clients to hold together any papers (using the letterhead) that would be given during a meeting, as well as a pen.

Business cards, showing dual purpose by including an accurate ruler, can be given before someone is a client and after.

This exterior and interior of the office have wood textures, steel panels, and cement table, similar to a barndominium environment. It’s a more casual office space where, according to primary research, the target clientele would feel comfortable.

Brand Manual

The printed version, which would be stored in the Square Deal Financial office, is printed and cut to a square sizing, and then placed in a custom-cut, durable metal binder. If you would like to see the digital PDF of the brand manual, click the button below to view it in a new tab.

View Brand Manual