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Case Study · Rebrand + Website + Book + Video + Meta Ads
A retirement-planning firm that had to change its name. We moved the whole brand over, then built the video and ads that kept new clients coming.
Where They Started
We first worked with this firm as Pine Brook Financial. In 2022 we built their brand strategy and a website around the story they tell their clients: a clear, confident path into retirement.
Then they learned another firm was already using the Pine Brook name. They needed a new one, and every piece of the brand had to change with it, without confusing the clients who already trusted them.
The Vision
A rebrand only works if it’s complete. So the plan covered everything at once: a new name and logo, brand guidelines, every graphic, the website and the ads, all moved over together so clients saw one firm, not two.
A logo and identity that felt established from day one.
Graphics, documents and the website, all carried over to Bright Lake.
Video that puts the advisors in front of the people they serve.
Meta ads that turn interest in retirement planning into conversations.
What We Built
We redesigned the logo, built new brand guidelines and moved every asset from Pine Brook to Bright Lake, including the website. Then we produced the video and ran the Meta ad campaigns that put the new brand to work.
1Rebrand + brand guide
A new name needed a mark that felt as established as the firm behind it. We redesigned the logo as a full family, set the colors, type and photography style in a brand guide, and then moved every asset the firm used from Pine Brook to Bright Lake so clients saw one firm, not two.
2Website
We moved the website to the Bright Lake brand so clients and search engines found one consistent firm on every screen. Then we kept improving it for years: a redesign, the Launch Your Retirement book funnel, a retirement calculator, location pages for each office, an In the Media section for Ted's TV interviews, and the compliance updates a financial firm needs.
Home page · The rebrand, from the hero to the 1-2-3 plan.
Mobile · Built for the phone.
Ebook funnel · The Launch Your Retirement landing page.
In the Media · Ted on NYSE TV, Schwab Network and more.
3Book + audiobook
Launch Your Retirement is Ted's guide to the five pillars of retirement planning: income, investments, taxes, healthcare and legacy. We built the whole book with him in-house: the cover, the interior layout and chapter graphics, the ebook edition and the full audiobook, recorded and edited chapter by chapter. Then we built the landing page and the Meta campaigns that give it away to new retirees.
Listen: chapters from the audiobook
4Video production
Financial advice is personal, so we put the advisors on camera. We edit Ted's national TV interviews for the website and social, film monthly market updates and office announcements, and cover the client events where Bright Lake says thank you.
5Meta ads
We ran Bright Lake's Meta campaigns around offers retirees actually want: the Launch My Retirement planning funnel and the firm's book offer. The Roseville and Medford offices each got their own campaign, every lead was tracked to its source, and we reported the results so the team knew where the next conversation was coming from.
Two office campaigns, spring 2026
The Outcome
Bright Lake came out of the rebrand with one clear identity across its logo, graphics and website. Clients saw the same firm they already trusted, just with a new name.
And the ads kept working. From August 2024 to May 2026, the campaigns we ran brought in 555 form submissions from 355 unique, qualified leads, and nearly half of those submissions came from Facebook.
Because every asset was rebuilt for the new brand, those campaigns ran without a trace of the old name.
Thank you so much Adam this is super helpful!!Michaela Herring · Marketing Manager, Bright Lake Wealth Management
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Every one of these started with a conversation. Book a free Discovery Call and we’ll map out where you are and what’s possible next.
