Strategy messaging ads apparel identity illustration merchandise packaging print signage web

E3 Financial Planning

A rebrand that’s on the money

The words “financial planning” can induce panic. E3 is on a mission to make wealth management accessible and empowering, especially to an underserved target audience: women. 


  • Messaging
  • Identity
  • Web
  • Print

Unlike many wealth management firms, Newton-based E3 simplifies the process so that people in all life stage feel empowered (not overwhelmed) by their finances. But, the E3 difference wasn’t apparent to prospective clients. Our task was to create a brand identity that reflects E3’s accessible approach while appealing to women, its niche audience.

We started with the basics: a logo and a mission statement. The new logo’s classic typeface, subtle texture, and fresh green hue balances traditional good looks with a feminine aesthetic. It’s structured border is our nod to cash. The mission statement explains the meaning of E3’s tagline, Envision. Educate. Empower, in few than 100, jargon-free words.

Upon this foundation, we rebuilt E3’s website. Formerly a complicated repository of templated pages, the new site features streamlined architecture, upbeat lifestyle photography, and clean layouts. Friendly, down-to-earth messaging invites a conversation while helping potential clients understand exactly what E3 can do for them. We complemented the brand with business cards and stationary in the same look and feel.

E3 copywriting by Gracie Bobbitt


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