Axtella Financial Services Rebranding
Revitalized an underperforming financial brand into a cohesive identity that improved recognition and client engagement.
In 2023, Sigma Financial rebranded as Axtella Financial Services — a major market repositioning for a broker-dealer network serving thousands of independent financial professionals. As Creative Director at SKY Marketing, I joined the process while the name was still being finalized and led the creative direction from there — developing the identity system, the campaign concept, and the full integrated launch across every channel.
UI/UX Design and Development
Digital Ads
LinkedIn Campaign
.png)
Print Marketing
Approach
Axtella needed more than a new logo — they needed a creative platform that could do real recruitment work. Independent financial advisors are skeptical, sophisticated, and constantly being pitched by competing firms. The creative had to earn attention before it could earn trust.
Working with the SKY Marketing account and strategy teams, I developed a campaign concept built around a single idea: going the distance. The astronomy metaphor — "There are 238,900 miles between Earth and the moon. Would your firm travel the distance for you?" — gave the campaign a distinctive visual and narrative language that stood apart from everything else in the financial services recruitment space. It was specific, unexpected, and scalable across every touchpoint.
Solution
I directed the full campaign system — visual identity, copywriting direction, and execution across digital, print, video, and experiential channels:
-
Website design and landing pages built around the recruitment narrative
-
LinkedIn carousel ads and digital display carrying the astronomy concept
-
Direct mail and trade print extending the system into physical touchpoints
-
Email marketing sequences for advisor outreach
-
Brand launch video establishing the new Axtella identity
-
Business cards and brand collateral completing the identity system
Every asset was built from the same creative foundation — so whether an advisor encountered Axtella on LinkedIn, in their mailbox, or on a landing page, the experience was consistent and recognizable.
UI/UX Design and Development
Axtella supports the financial network of broker-dealers Sigma Financial Corporation and Parkland Securities, LLC, and a registered investment advisor, Sigma Planning Corporation, and serves a growing network of experienced financial professionals.
Email Marketing
The work demonstrated that financial services creative doesn't have to feel like financial services creative. It can have a real idea behind it.
Impact
The campaign launched Axtella's rebrand to a national network of independent financial professionals in a compliance-regulated environment where every asset required legal and regulatory review before it could ship. Delivering a cohesive, high-quality campaign system under those constraints — on time and across that many channels — is the kind of execution that defines what a creative director actually does.