We started by exploring the needs of their audiences, reviewing the positions of their key competitors, and identifying the factors that make thought capital information actionable. The resulting insights led to our recommendations relating to a series of white papers on specific topics that delve deeply into issues of particular interest to the financial advisor community. We developed a visual identity and framework for the series that created instant memorability and recognition, researched and wrote the content for the initial papers in an engaging and compelling manner, and designed a white paper template that would appeal to multiple types of readers.
