Design: Larsen Menlo Park
IMPACT is Schwab’s annual wingding for independent financial advisors. Larsen designed the look-and-feel for its promotional materials, to be produced by other firms. Hence this style guide for implementing the verbal and visual brand across media. I co-developed the concept, and though my ideas didn’t win, I cheerfully extended it to write all the brand language and these guidelines. This was a time of desolation in the market, and attendees and speakers enthusiastically adopted the bright, positive theme.