We aimed to refresh Commonwealth's Financial brand as an opportunity to embrace new audiences and celebrate the advisors at the heart of the company. We wanted to build a future-proof brand that demonstrated confidence and humanized the transactional. With a 2:1 advisor to staff ratio, and voted best place to work more than forty times, the people make the advisor/client relationship special. We proposed a forward-looking iconic mark that could carry them into the future and remain timeless.