Brochures & Sales Kits

American Express Financial Advisors "Be Confident"

Inspiring a sales force

American Express needed to communicate positive changes at the company and entice 12,000 advisors to sell a new proprietary product. The hook was a "Be Confident, Be Smart" theme. Support messaging encouraged advisor trust in the new investment management strategy. Larsen created a series of engaging communication materials featuring a custom-designed flexible nine-box graphic image inspired by the industry's method of classifying mutual funds, along with a new color palette. Larsen carried the theme across sales training materials and tools, successfully informing and inspiring advisors nationwide.