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AFCPE®️ Brand Evolution

A woman presenter is on a big stage with a series of large panels acting as a backdrop
Services
Logo Refresh
Branding
UI/UX Design
Copywriting
Annual Report
Marketing Materials
Social Media
Client
AFCPE®️
Industry
Financial Counseling, Coaching, and Education Nonprofit
The Association for Financial Counseling & Planning Education®
believes in a future where all people — regardless of income or background — are empowered to achieve lasting financial well-being through the highest standards of financial counseling, coaching, and education.

Context

AFCPE® knew it was time to evolve their brand after dedicating 30 years to growing its educational and financial impact across the United States. They needed a designer who could tap into the culture of their organization and represent the experience in a strategic and authentic way across digital, social, advertising, and physical place.
An older couple receives financial advice from a middle aged man with a beard
A grid of brand guideline pages

Elevating the Voices

After meeting with AFCPE's Executive Director and Communications Director I was able to see the story of their organization—but it wasn't easy to understand. In order to design their Annual Report, a physical publication handed out at their Annual Symposium, I needed to help them take a step back and clearly define their ambitions, objectives, and core value messaging.

I needed to share their "why."

"The Association for Financial Counseling and Planning Education® certifies, trains, and supports financial professionals to be qualified motivators of change for people with life goals, regardless of where they are or where they’ve been on their financial journey."
A book sits propped up against a blue wall
A mockup of 3 social media posts on Instagram
A mockup design for two wayfinding postersA bus stop advertisement on a sunny day
A laptop showing a member dashboard sits on a green sofa

Creating a Sense of Place, Online

An important part of AFCPE's brand strategy involved being able to create a robust digital experience via the organization's public website as well as its Member's only portal.

Whether a professional looking for their next certification or a member of the financial community searching for like minded organizations, the AFCPE digital spaces were designed to inspire and put real Members and their clients at the heart of it all.
A homepage design for a nonprofit financial organization
Mockups of UI screens showing an immigration quiz question and context