The Need —

A premier financial advisory in Knoxville, TN, Rather & Kittrell, wanted to find a way to establish new connections with prospective clients in their community and deepen existing relationships with those they had. The prestigious wealth management group was eager to launch a publication that showcased who they were, what was important to them and why they’re the ideal fiduciary to guide qualified individuals through life’s big changes.

Goal —

I wanted to create a lifestyle publication that was high-end, polished and established, much like my client. It needed strong editorial content to start conversations, open the dialogue and introduce people to the RK brand, before they’ve even entered the firm.

This needed to act as a look book that my client could pass around at events or in meetings, something we could mail out to new prospects that would help them form personal connections with the brand and entice them to build relationships from there.

Strategy —

I planned to interview Rather & Kittrell leadership, create compelling stories about what drove them to find careers in financial advisory and complete the piece with stories from their successful clients. I aimed to paint a picture of the personalities behind the financial planning firm, the experienced mentors who manage clients’ wealth and showcase the benefits their customers are awarded for partnering with RK advisors.

The tone needed to be personable and free of industry jargon and client endorsements. It had to be entertaining, insightful, inspiring, philanthropic and digitally sharable.