Great Lakes Financial

Client Background

Great Lakes Financial Advisors Group, Inc. is a full service brokerage firm offering insurance solutions from a wide range of reputable carriers providing life insurance, disability, long-term care and fixed annuity products.

Great Lakes offers competitive solutions and support and is constantly striving toward efficiency and timeliness.

Caler&Company designed and produced a
presentation folder that showcased Great Lakes'
sales tools and information. Small hang
tags were also produced and were
attached to Great Lakes merchandise.

A deep emboss was achieved by
pressing on the thick stock to its breaking
point. Placement of the emboss in relation
to the printed graphic was critical.

The Challenge

Great Lakes sought a new image to position themselves as a leading contender within the financial advisors sector. With a constantly evolving industry, it was critical to maintain a competitive edge in the marketplace.

A new capabilities brochure was produced that highlighted the organization's competitive advantages
and dedication to clients' success. Symbolic photography featuring a dull varnish and a brilliant
spot gloss combined to create a beautiful piece that positions Great Lakes as the premier financial
services provider.

Direct mail postcards were produced that elaborated on the choice of the lighthouse as Great Lakes'
symbol and communicated the benefits of using the organization's financial services.

The Outcome

Caler&Company developed a new branding platform for the organization. Caler&Company purposely chose the historic symbol of a lighthouse for the logo as a metaphor of financial integrity and tradition that beckons forth those who seek new horizons in financial independence.

Caler&Company developed collateral and marketing elements based on the newly branded image, including a presentation pocket folder, direct mailing, tradeshow support, premium hang tags and new stationery suite. The new identity not only provided Great Lakes with a new image, but it also provided a platform from which it could tell its story in a unique and meaningful way.

An elegant tradeshow display
was produced that utilized brilliant
back lighting, a powerful lighthouse
image and a podium for attendees.

A corporate stationery suite and merchandising were also
developed. Soft colors were used throughout
in addition to a crisp paper tone to create an
inviting presentation.

Tradeshow tabletops were produced that employed
brief messaging and symbolic imagery to give
event attendees information while they wait for a
Great Lakes representative.

Caler&Company found unique director
chairs for tradeshow representatives
and applied Great Lakes branding.