A brand strategy and growth studio for the pragmatic business.
How we helped Oath evolve from estate planning leader to a fully integrated financial brand through strategic narrative and architecture.
"Working with Objective Brand on our brand refresh and website has been a great experience, but their value goes far beyond a single project.
Over the last few years, they have been a true growth partner for Oath. When our partnership began, we were operating out of about ten office locations.
Today, we’ve expanded to over thirty. Scaling at that pace requires a brand identity and digital presence that can carry the weight of our purpose and ambition, and Objective Brand has been supporting us along the way to ensure our brand and marketing objectives evolve alongside our growth.”
Rod Yancy
Founder, Oath
Several years into our partnership with Oath, we had a clear view of how the business worked. Prospects entered through estate planning—primarily via in-person workshops—and a portion would go on to engage in financial planning, increasing their long-term value to the firm.
As we helped scale Oath from fewer than 10 to more than 30 offices by strengthening their marketing engine and lead funnels, growth was strong—but it exposed a gap.
The right clients were coming in. They trusted Oath, had the assets, and were strong fits for financial planning. But many never made that transition.
From a client’s perspective, estate planning and financial planning felt separate. Internally, Oath saw them as one integrated system—but that wasn’t coming through.
So we went back to the foundation—reframing Oath as an integrated planning firm and building a system that made the full picture clear from the first interaction.
Brand Commercial
One story. Clearly told.
We built a homepage that made the relationship between estate planning and financial planning immediately clear. Instead of presenting them as separate services, we structured the experience around a single, integrated journey—showing how each piece works together and guiding qualified clients naturally from one to the other.
Most website traffic lands on workshop registration pages by way of physical mailers, so it was critical to make it clear that Oath also offered broader financial planning very clearly through thoughtful touches.
Oath Homepage—See it here
Brand Story
Workshop Search—See it here
Cohesive at every touchpoint.
We extended the brand beyond the website—across every interaction a prospect or client has with Oath. From workshop invitations and presentation decks to follow-up emails, onboarding materials, and ongoing communication, each touchpoint was intentionally designed to feel connected, consistent, and clear.
When every step reinforces the same story, trust builds faster, decisions feel easier, and the relationship carries more weight over time.
A deeper partnership.
As our partnership with Oath evolved, our role expanded beyond brand and marketing into product design—supporting both internal tools and client-facing applications.
At the same time, Oath began exploring ideas beyond the traditional boundaries of a financial firm, rooted in a broader belief around living fully and intentionally. This led to a range of adjacent initiatives—from a philanthropic brand to new product concepts—some closely tied to Oath, others intentionally distinct.
Across each, the goal stayed the same: build the right system for the context, not force everything into one expression.
Oath Zephyr—A client onboarding and service app for attorneys
Bootleg—A new way to experience live music.
Oath Studio—A restored piece of architectural history serving as place for creatives, leaders, philanthropists, supporters, and seekers, to gather, engage, and inspire.
Dream bigger.