Franks Financial + Insurance: Rebrand

Michael J. Franks is an independent financial and insurance consultant. He has particular expertise in working with veterinarians, doctors and nurses. Michael also owns two pit bulls that he rescued from harms way.

Logo Development

After spending five minutes with Michael, we knew he was a dog lover. Not because when he came to our office he first knelt down to pet our office mascot, "Panther" before shaking our hand, but because he told us how he recently rescued a pit bull from the shelter.

At that point in time we didn't know how inspirational that story would be come and how integral a role his love of dogs would become. Only after our Positioning Workshop and audience interviews did we learn that a key target audience for Michael included veterinarians.

Although we presented a few conceptual directions for his new logo, our favorite was the one that included a silhouette of a dog, perched high above the valley, overlooking the landscape below. This scene represents how Michael, as a financial and insurance consultant, will help guide his client's financial future and looks out for pitfalls that could impact their overall success.