The call of a financial services advisor brings to mind the stress of budgeting and saving, often compounded by confusing information from multiple sources. People need advice, and nowhere is this more needed than in the world of finances. Our client, First Command Financial Services, has proudly served military personnel, professional employees, and their families for more than 50 years. First Command came to us for an improved plan that would increase the loyalty of existing customers and expand its services.




Through research and discovery, we defined the brand’s audience personas, and identified pain points and key messages. This information guided us to a reinvention of the company’s print publication, Journey, which we took online to a reimagined website. For the publication, we segmented First Command’s audience according to life and financial planning stages, targeting the content to allow readers to quickly find relevant information. The new website featured improved visual appeal and user experience, easily navigable original content, and a repository for the brand’s library of helpful articles. Usability and organization were of utmost importance to ensure that content would be the main attraction. And our work earned us the Bronze Award for Design from the Custom Publishing Council.