SM&R Mutual Funds
This financial services company wanted
to reposition its existing mutual funds for
a new sales effort targeting investment
professionals. We created a new brand
identity, a contemporary presentation
and clear communications—changes that
helped improve industry awareness and
position SM&R effectively in the highly
competitive marketplace.

Focusing on a primary target market of
professional investment advisors, we
developed a program theme "The SM&R
Advantage" to emphasize the in-depth
analysis and strategic planning skills of
SM&R. We illustrated this concept through
the use of lively "game plan" graphics.
Lasater/Sumpter Design created a simple
yet distinctive typographic mark for
"SM&R" and established a flexible color
palette for use throughout the marketing
materials.


The crisp graphic style was extended to
all marketing materials, detailed fund
overviews and quarterly reports.

We collaborated on a complete re-write
of all existing texts, making them clearer,
more direct and more professional.



The identity was incorporated on
administrative and other communications
materials.


We also created a consistent format for
quarterly statements and individual
fund descriptions that used in-depth, yet
easy to understand charts and graphs to
present detailed financial information.