Selected work ■ 2026
Fallbrook FI
His best-fit clients aren't in crisis. They're ahead. High-earning households doing well and quietly wondering if they're doing it right: cash stacking in checking, a bonus nobody's deployed, a 403(b) nobody's looked at. The right headline names the wondering, not the income bracket.
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The stated problem ■
Devin Watts, CFP, runs a solo fee-only RIA with a small but growing client base and a three-year goal of meaningfully expanding household count. He asked for a brand and a website that could support that growth.
What we built ■
Full brand refresh: positioning, messaging framework, and a new visual identity. Typography-led and editorial, Hanken Grotesk display against Newsreader body, warm off-white, olive, and a single gold accent, with an art-directed photography system in place of stock. An 11-page site designed in Figma and built in Framer on a reusable design system
Before ■
"Comprehensive financial planning for every stage of life."
After ■
"From advice handed off to advice carried through."
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