Edelman Financial Engines

As one of the nation’s leading independent wealth advisory firms, Edelman Financial Engines needed to rise above the industry’s sea of sameness to keep growing. We leaned into a more human approach, proving to clients that we get them—and their goals. The work began with a creative manifesto that inspired and guided the brand’s next chapter.

Activating the brand

With a new positioning and strategy in place, we created a fresh look/feel/voice/tone—then brought it to life across every channel. From digital experiences and client-driven storytelling to expert content and provocative campaigns, each element worked together to humanize the brand and connect with audiences in a more direct, relatable way.

Our North Star: Our clients

The relationships between EFE planners and clients are the brand’s greatest differentiator—and its heart and soul. These connections inspired powerful, emotive stories that inform, entertain, and inspire. The content reached audiences across organic and paid channels, and also energized employees by reinforcing our shared purpose: helping clients achieve successful outcomes.

Breaking through the static

In paid channels, we pushed the brand’s voice and look to break through and grab attention. Since trust is the biggest hurdle, the work balanced empathy with a straight-talk approach that stood apart. Using AI tools, we brought ideas to life quickly—getting them into market fast to test, learn, and optimize.

Connecting with content

Once prospects discovered the brand, we engaged them with a rich mix of content. From planners sharing their perspectives and simple, digestible infographics to long-form articles and thought leadership, every piece was designed to resonate, entertain, and build trust.

The results

• Relaunch of edelmanfinancialengines.com drove a 35% lift in lead conversion.

• Paid, owned, and lifecycle marketing efforts generated 40% more inflows since 2023, fueled by media mix optimization, creative testing, and prospect experience improvements.

• New brand creative on Meta delivered a 2x increase in set appointments from Q1 to Q2 2025.

This is just a preview of the work I led for the EFE brand as head of the in-house creative team. Full case studies are available upon request, including brand guidelines, website design, paid social and email campaigns, infographics, video, long-form content, webinars, and planner-office designs.