Guiding a Financial Services Brand Toward a Brighter Future

We began with a Pathfinder Workshop, a deep, immersive session designed to uncover the values, aspirations, and motivations that define a brand. Through this collaboration, one key insight rose to the top: CCM is doing more than just managing money. They’re guiding people toward confidence and clarity in their financial lives. That realization led us to a powerful metaphor: the North Star.

With that guiding idea in place, we developed a brand strategy rooted in reassurance and progress. We developed a new tagline, “Plan Wisely. Live Freely.”  that captured both the disciplined approach CCM takes and the freedom it unlocks for clients. We also designed a visual brand, centered on a modern, distinctive logo built from a segmented “C,” which symbolizes financial growth, with a North Star at the center to serve as a visual anchor.

This rebrand was about more than polish. Our goal was to build a flexible foundation for future growth. We equipped CCM with brand and messaging guidelines to ensure consistency, and designed core collateral including business cards, brochures, and banners that brought the new brand to life. Every element, from typography to tone of voice, reflects a thoughtful, creative approach that stands out in the financial space.

The team at CCM told us they felt deeply heard throughout the process as we responded to their feedback—and that’s exactly what we aim for. The final brand is authentic, elevated, and purpose-built for what comes next. As CCM continues to grow, their new brand is a clear reflection of who they are and the kind of wide-open future they’re helping their clients build.