THE CHALLENGE
Making wealth management feel at home on a pickleball court.
Signature Wealth needed to connect with an audience of retirees and active adults without resorting to the typical financial services advertising playbook.
The answer for this OOH advertising was to find the overlap between what they care about, where they spend their time (mainly playing pickleball), and what Signature Wealth helps them protect.
THE INSIGHT
Retirement isn't just about money...
It's about what you get to do with it.
Pickleball, travel, family, the coast, time with your dog - retirement is ultimately about having the freedom to enjoy the life you've built. That became our bridge between Signature Wealth and the pickleball community.
"Lifestyle. Retirement. Pickleball. Legacy."
THE STRATEGY
Find the common ground.
Rather than creating a generic financial services billboard, we adapted Signature Wealth's existing positioning to the environment around it.
Their "Lifestyle. Retirement. Legacy." tagline became the foundation, with pickleball woven directly into the message to create an immediate connection with the people seeing it.
THE CREATIVE
Two OOH advertising concepts. One common goal.
We explored two creative directions that connected Signature Wealth to the lives of its audience.
01 — Life's Milestones
A honeycomb-inspired concept highlighted important life moments and milestones, creating an emotional connection between financial planning and the life people are working toward.
02 — By Your Side
A coastal scene featuring a woman and her dog connected the brand to the local lifestyle while reinforcing the idea that Signature Wealth would be there through every stage of life.
Both concepts brought a little pickleball into the mix - giving the brand a reason to belong in the space rather than simply occupying it.
THE TAKEAWAY
The best OOH advertising doesn't disrupt the environment.
It belongs in it.
For Signature Wealth, we turned a sponsorship opportunity with an indoor billboard into a creative platform that connected wealth management with the lifestyle, community, and aspirations of the people the brand wanted to reach.
CLIENT:
Signature Wealth Strategies
INDUSTRY:
Financial Services
SERVICES:
Creative direction, graphic design, OOH advertising
TIMELINE:
2025
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