Swipe what you like. I’ll turn it into your brand.
Ask most advisors what they want their brand to look like and you get “professional,” or a long pause. I get it. I was one. You can explain a client’s whole situation in one breath, but nobody ever taught you the words for fonts and colors.
So I changed the game. You swipe through real logos, colors and type for ten minutes, keep what feels like you and toss what doesn’t. I read the pattern, we get on a call, and two weeks later you have a logo, your colors, and a page of notes on how you talk. Hand that page to ChatGPT or Claude and it starts writing like you.
Here’s what you walk away with.
Families who feel like they should be doing more with their money, and aren’t sure what.
We organize the picture, name the moves, and do the work.
“Built by a planner, not a salesperson.”
A 60-page pdf
Products to sell you
Your brand, written down
I call this your Identity File. It’s a Markdown file, a plain text file that ends in .md, that describes your firm in words. You upload it to ChatGPT or Claude before you ask them to write anything, and what comes back sounds like you instead of a brochure.
- 01One sentence on who you serve
- 02A line on what makes you different, pulled from your own picks
- 03How you talk, with a few rules I’ll write for you
- 04The phrases you’d never use, so nobody uses them for you
- 05All of it in one Identity File you can paste into ChatGPT or Claude
Your logo and look
It all comes in your brand guidelines: a short PDF with your logo, your colors and your fonts, and the simple rules for using them. You send it to your web person, your printer, or whoever makes your slides, so everything looks like the same firm.
- 01A main logo, a second version, and a small mark for tight spaces
- 02Your colors, with the codes your web person will ask for
- 03Two fonts, and which one goes where
- 04A pattern you can use on slides and backgrounds
- 05Mockups, a favicon, and profile pictures
Fee-only planning for families who are doing well and wondering if they’re doing it right.
Fallbrook Fi
Fee-only · Flat fees · Clovis, California
Devin Watts, CFP®
Fallbrook Fi
Book a 45-minute intro call
Your profiles, already written
These are the places people check before they call you. I write each one in your voice, and you copy it and paste it in.
- 01Your directory listing
- 02Your Google Business Profile description
- 03Your LinkedIn headline and about section
- 04Your email signature
- 05A one-page cheat sheet you can hand to anyone who writes for you
Referrals carry most firms. They also slow down.
of an advisor’s new clients come from referrals. By year ten, growth from referrals drops to 4%. Kitces calls it the coasting zone.
of advisors got zero clients from social media last year. Kitces puts it down to not having a clear niche.
is what a firm with a clear niche spends to win a dollar from referrals. Without one, it’s $0.23. Same referrals, almost four times the cost.
Kitces Research, How Financial Planners Actually Market Their Services, 2026
Here’s how the two weeks go.
That’s the whole price. You pay once, and it holds one of four spots in the next group.
If you want a website later, book the Breakaway within 90 days and I’ll take the $4,500 off.
“Partnering with Josh to develop my brand exceeded every expectation. He helped me turn my words about what Hark stands for into a visual identity. The feedback from clients has been overwhelmingly positive.”
I was an advisor first.
This started in a conversation with Justin Castelli, RLP®, CFP®. We were talking about how to make my process easier for advisors who aren’t ready for a full rebrand. Every app that ever made something easier boiled it down to one move, so I said it out loud: what if you just swiped through what you like? Tinder for branding. I picked every card in the deck myself, and the logos below are firms I’ve designed for.
Give it ten minutes.
Swipe through the deck on your phone. If you like what you see at the end, book a call and we’ll talk.
Need a website, a new name, or a few designs to choose from? That’s the Breakaway, and what you pay for the Sprint counts toward it.
FinArt Studio. Everything’s drawn by hand.