REALIZE WEALTH MANAGEMENT
Creative Direction & Brand Partnership
THE OPPORTUNITY
Realize has built a substantial business within the Northwestern Mutual network. The opportunity now is to create a brand and client experience that more fully reflects the quality, personality, and ambition of the team itself. Hoffman Made will serve as an external creative director for Realize—first helping define what the Realize brand should be, then using that foundation to guide the creative work that follows. This is not simply a visual refresh. The first stage of the partnership is about establishing a clear point of view for Realize: what the brand stands for, how it communicates, how it should feel, and what makes it distinct. From there, every presentation, photograph, piece of content, client experience, digital touchpoint, and future creative decision has a common foundation.
PHASE ONE
DEFINING REALIZE
First 2–3 Months
Included in both partnership options
Before we begin producing more creative, we'll establish the foundation that everything else will be built upon.
Discovery & Brand Strategy
Leadership discovery sessions
Exploration of Realize's philosophy, values, culture, and ambitions
Identification of key audiences and client expectations
Definition of Realize's differentiators within the broader Northwestern Mutual environment
Brand positioning and personality
Brand story and messaging direction
Creative Direction
We'll translate that strategy into a distinct creative point of view for Realize.
This may include:
Visual identity refinement
Typography
Color
Graphic language
Photography direction
Art direction
Brand voice
Messaging principles
Digital expression
Print and physical expression
The Realize Brand Playbook
Phase One culminates in a practical brand system that gives Realize a clear foundation for the work ahead. The goal isn't simply to create a set of brand guidelines. It's to answer a bigger question: What should it feel like to experience Realize? That answer becomes the filter for the remainder of the partnership.
OPTION 1
BRAND & CREATIVE DIRECTION
$6,500 / MONTH
12-Month Partnership
Following the initial brand-definition phase, Hoffman Made continues as Realize's external creative director—putting the new brand direction into practice and helping determine where creative can have the greatest impact. Rather than working from a predetermined list of deliverables, we'll establish priorities together throughout the year based on the needs of the business and the opportunities in front of us.
Brand Experience
The Realize brand can be applied across touchpoints such as:
Client presentations and pitch materials
Client onboarding experiences
Print collateral
Custom infographics and data visualization
Digital communications
Social and thought-leadership content
Photography and original imagery
Events and client experiences
Environmental and office graphics
Website creative direction and design
Campaigns and special initiatives
Ongoing Creative Leadership
Hoffman Made provides:
Ongoing brand stewardship
Creative direction and consultation
Design of priority brand initiatives
Campaign and concept development
Review and refinement of external-facing creative
Photography and visual asset development
Creative problem-solving as new needs arise
Priority access to Hoffman Made
The goal is consistency without sameness: every piece should feel unmistakably part of Realize while giving the brand room to evolve.
INVESTMENT
$6,500 / month
Initial Term: 12 months
OPTION 2
FULL CREATIVE PARTNERSHIP
$10,000 / MONTH
12-Month Partnership
Option 2 begins with the same intensive brand-definition phase. The difference is what happens next. Hoffman Made not only serves as Realize's external creative director, but takes responsibility for managing the broader creative operation required to bring that direction to life. Realize gets one creative point of contact rather than having to identify, brief, coordinate, and manage a collection of creative vendors.
Everything in Option 1
The brand strategy, creative direction, design, ongoing stewardship, and client-experience work included in Option 1 remain part of the relationship.
Expanded Creative Direction
Hoffman Made leads creative across a wider range of disciplines and initiatives, including:
Brand campaigns
Photography
Video and film
Content development
Print and publications
Digital experiences
Events and environmental creative
Special brand initiatives
Original Media & Storytelling
As opportunities arise, Hoffman Made can lead the development of original Realize media, including:
Brand films
Leadership interviews
Client stories and testimonials
Team and environmental photography
Lifestyle and campaign photography
Educational and thought-leadership content
Social and digital video
Story and script development
Ongoing development of an original Realize media library
Creative Management
Hoffman Made takes responsibility for assembling and directing the creative resources needed to execute the work.
This can include:
Identifying and sourcing specialized creative partners
Briefing photographers, videographers, editors, developers, printers, and other specialists
Developing creative briefs and production plans
Coordinating creative timelines and deliverables
Directing photo and video shoots
Reviewing edits and revisions
Managing feedback with outside creative partners
Maintaining quality and brand consistency
Overseeing creative projects through final delivery
Realize doesn't have to manage the creative team.
Realize brings the business need to Hoffman Made. Hoffman Made determines the creative approach, identifies the resources needed, and leads the work through completion.
INVESTMENT
$10,000 / month
Initial Term: 12 months
PRODUCTION & SPECIALIST COSTS
The monthly partnership covers Hoffman Made's strategy, design, creative direction, creative management, and oversight as outlined within the selected option. Third-party production expenses are not included in the monthly retainer. Depending on the project, these may include photography or video crews, editing, talent, locations, equipment, printing, fabrication, development, travel, or other specialized services. Significant third-party expenses will be scoped and approved by Realize before production begins.
CORPORATE & COMPLIANCE CONSIDERATIONS
All creative work will be developed with Realize's relationship to Northwestern Mutual in mind. Hoffman Made will work within applicable brand, legal, regulatory, and compliance requirements while identifying and making the most of the creative freedom available to Realize. The objective is to build a distinctive Realize identity and client experience while working responsibly within the larger organization.
TWO LEVELS OF PARTNERSHIP
Both partnerships begin in the same place: Define Realize. Build the creative foundation. Establish the standard.
OPTION 1 — BRAND & CREATIVE DIRECTION
$6,500/month (12 months)
Hoffman Made serves as Realize's external creative director—using the new brand foundation to guide and develop the creative work throughout the year.
OPTION 2 — FULL CREATIVE PARTNERSHIP
$10,000/month (12 months)
Hoffman Made serves as Realize's external creative director and takes creative management off your plate—assembling, directing, and managing the creative resources required to bring the brand to life.
Option 1 gives Realize a creative director, designer, and strategist to help redefine your social footprint and how you engage your clients and potential clients.
Option 2 gives Realize a creative director, designer, and strategist who also takes creative management off your plate—bringing together and leading the right photographers, filmmakers, writers, and other creative partners to help tell your stories in more meaningful and compelling ways.
Once you’ve read everything over, shoot me an email and we’ll address any questions or thoughts you have about the proposal and get on the same page there.
Then, when you’re ready to get started, we can work out those details from there.
Thanks! - Matt