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STRATEGY
NAMING
WEBSITE
BRAND IDENTITY
VIDEO IDENTITY
CoPLANNING
FINANCIAL
FINANCE
With a focus on serving Asian-American families, particularly those in the Midwest, CoPlanning seeks to provide highly-focused financial planning services tailored to the unique experience of its audience. We were approached to rebrand the firm towards a more welcoming and inclusive message.
The iconic, hand-drawn lion was based on the Chinese Guardian Lion, as well as American and European renderings of lions throughout history. The mission: create a blended figure evocative of the founder's blended identity.
The name, referencing the founder Jason Co, was revised to suggest a partnership and collaborative planning experience.
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