HSI Financial Group

HSI Financial Group is a wealth management group that offers a full range of financial services. They focus on creating financial plans that align with their client's financial and life goals, rather than pushing financial products like banks or other financial institutions. They build a relationship with our clients to understand their needs and lifestyle and take a partnership approach by working together to make the best financial decisions for your family now and in the future. By creating a plan that covers all aspects of your finances, HSI ensures you are minimizing your risks and protecting your assets. Our full line of services includes financial and retirement planning, tax planning, estate planning, investment strategies, insurance, and group plans.

HSI wanted to differentiate itself from other financial firms by incorporating the founder’s love of aviation and flying. They also wanted to carve out a niche focusing on retirement.

We drew parallels between creating a financial plan with a flight map pilots prepare before they take off. This metaphor was used to create diagrams to illustrate your financial planning journey and evolved into creating a Flight Map that clients would fill out when working with an HSI Financial Advisor. The flight analogy lent itself to speaking to those planning for retirement by referring to retirement as packing for the ultimate trip and making sure you have all the essentials checked off your list. This metaphor lent itself to lots of flight and in-flight imagery of people in retirement age. This new direction was applied across the website, brochures, client and internal documents, online ads, and event promotions.