A brand strategy and growth studio for the pragmatic business.
Propelling an ambitious brand from $168M to $1B.
"Working with Objective Brand has allowed us to take Root's presence to a place I didn't know it could go.
I knew a strong brand was the missing piece to go from where we were to where we wanted to be, but until we started working with Objective Brand I hadn't been able to find anyone that could help us bridge that gap. Their understanding of financial services along with their mastery of brand is a huge asset to those that work with them."
James Conole
Founder, Root Financial
Root Financial’s AUM grew from $168M to $1B in just two years.
That kind of growth happens when your brand is designed to deliver results.
Root has been with Objective Brand since our founding—nearly four years of partnership that’s spanned their evolution from a four-person team to a 50+ person firm. Through every stage of growth, we’ve helped shape the brand, marketing, and culture that continue to power their momentum.
When we began working together, the firm was already delivering strong client outcomes. But as their team grew, the brand still reflected a one-man show—creating confusion when new clients were assigned to other advisors.
What started as a rebrand became the foundation for sustained, purposeful growth. Here's how we prepared Root for the next echelon.
We told a new story. One that could scale.
We repositioned Root as a firm with its own unique identity and story (not a founder) with messaging that could scale across channels. This meant developing a new narrative, human-forward language, and a cohesive visual identity that reflected the depth of the team and the quality of their service.
As the firm grew and added more sub-brands, we designed a system to help ensure a cohesive visual identity across all channels.
Brand Commercial
Root's Brand Story
Building trust at every step.
From the first impression to the advisor handoff, we built a cohesive experience that removed friction.
New clients understood who they’d be working with and why, long before the first call. Advisors were introduced with warmth through in-depth bio pages and engaging introduction videos.
We created a high-performing call schedule page hyper-focused on conversion, paired with a completely custom onboarding experience that felt like a conversation with a friend.
Advisor Bio Pages
Prospect Conversion Page
Schedule a Call Experience
Turning culture into a growth engine.
Root’s philosophy was already clear: do meaningful work. We helped transform that mindset into a brand experience employees can see, feel, and rally behind—through cultural standards, team identity, swag, and storytelling that make every teammate proud to be part of Root.
A Guide to High-Performance—See it here
Root Careers Page—See it here
Internal Team Logos
Making success repeatable.
As Root grew, they needed to make their success repeatable. We helped capture their planning process in The Sequoia System—a branded framework that brings structure and confidence to every client relationship.
It gave prospects tangible proof of Root’s rigor, and new advisors a roadmap to deliver that same experience at scale.
To serve clients with more complex needs, we also developed Vista, a premium service tier designed to reflect the firm’s strength, stability, and growing sophistication.
Root's Process Page—See it here
Vista—See it here
Dream bigger.