A Brand Evolution Built on Strategy
Keystone Financial Management came to us at a pivotal moment: Twenty-five years in business. A strong reputation. A loyal client base. And a brand that no longer reflected how far they’d come (or where they were headed next).
They didn’t want to reinvent themselves. They wanted to grow up, sharpen up, and show up like the experienced, forward-thinking firm they are.
Meet the client
Keystone Financial Management is a family-owned financial management firm based in Nazareth, Pennsylvania. For 25 years, they’ve helped clients and advisors navigate financial decisions with clarity, care, and long-term thinking.
Their approach has always been steady, thoughtful, and relationship-driven. The brand? It needed to catch up.
What We Did
Brand Messaging + Strategy
Brand Identity
Website Design
Digital Campaign + PR Outreach
Branded Collateral
The ask
Keystone came to us to modernize and relaunch their brand—without losing the trust they’d built over decades.
They needed:
✨ A clearer, more confident brand strategy
🖋️ A visual and verbal identity that felt modern but grounded
🖥️ Two distinct websites that spoke to two very different audiences
🚀 A rebrand launch that honored their 25-year legacy while signaling what’s next
In short: a brand that felt as intentional as their advice.
our approach
We treated this like what it was: not a facelift, but a thoughtful evolution.
Strategy first. Always.
Before touching design or websites, we got clear on who Keystone is today—and who they serve.
We dug into positioning, audience needs, and messaging to build a foundation that could support both sides of their business:
Advisors looking for support and partnership
Clients seeking steady, trusted financial guidance
From there, we built a verbal framework that felt confident without being flashy and professional without being stiff.
a brand that feels steady (not stuck)
Visually, Keystone needed a brand that felt polished and current—but not trendy.
We created a refined identity system with:
Clean, confident typography
A modernized color palette rooted in trust and longevity
Supporting graphic elements that feel intentional and flexible
Everything was designed to reflect what Keystone does best: clear thinking, long-term planning, and showing up consistently.
two websites. two audiences. one cohesive brand.
Keystone’s business serves two very different groups, so we built two bespoke Squarespace websites:
One focused on Advisor Support
One focused on Wealth Management
Each site speaks directly to its audience without sounding like it belongs to a different company. Clear navigation, confident messaging, and conversion-focused structure helped bring the strategy to life online.
launching a rebrand the right way.
We wrapped it all up with a multi-channel rebrand launch designed to build awareness and momentum—especially around Keystone’s 25th anniversary.
That included:
A digital campaign across email and social
Paid social recommendations for LinkedIn and Facebook
Local PR outreach to Pennsylvania business and finance media
Event concepts for a 25th anniversary open house or webinar
A full suite of branded collateral, compliments of our sister company drip, to keep everything consistent
No big reveal theatrics. Just a confident, well-timed rollout that felt true to the brand.
the result.
Keystone Financial Management relaunched with a brand that finally reflects who they are: Experienced, but not outdated. Professional, but approachable. Strategic, but deeply human. A brand built for the next chapter—rooted in 25 years of trust and ready for what’s ahead.
Check it out at keystonefinancialmanagement.com.
