The Lois Smith Team, CIBC Wood Gundy Credentials Package, Financial Services Industry

Objective: To differentiate its service offering and to ensure powerful and engaging conversations.

Solution: The Lois Smith Team addresses what is at the heart of its clients' financial concerns – their futures. The team's long-standing business success and solid reputation is represented by a tree engraved with the message, "Who is tending your future?" The campaign collateral consists of a two-pocket folder featuring a subtle blind emboss of the tree icon on the front cover and housing two full-colour brochures – a red introductory brochure in one pocket and a green brochure introducing the team in the other. The team's methodology is distilled onto a single page for ease of use in presentations. A blind embossed note card also served as a holiday card with the addition of a custom-branded insert on frosted vellum festively bound with a silver cord and featuring a photo of the team.

Impact: Eight months after the launch, the team was poised to achieve its 12-month financial target. It is energized by the renewed confidence in its practice and is assured that continued growth will be sustainable. The Lois Smith Team continues to embed its message and tree icon into the minds and hearts of all its best business relationships.

Marketing Effectiveness Award Winner

"We looked at ourselves and our practice critically, which brought the team together, improved confidence and renewed our enthusiasm for what we do. The response from our most valued clients has been greater engagement and the results are already measurable."
Lois Smith, CIBC Wood Gundy