With the launch of a new financial services company for high net-worth individuals, there was a need for all new branding, collateral and a clean, modern website. The look needed to be fresh and bold, moving away from the sterile, traditional look of most financial services companies. The first step was to create a logo that emphasized upward movement. Playing off of the L in Laney, a stair-step effect was created that appears to lead to an open door. That look was then carried forward into the stationery and print collateral, as well as creating a solid design foundation for the website. The sans serif fonts, bright colors, and engaging photography create a look that sets Laney Financial apart from all other financial services companies.