Matthew KenneyDesign Generalist

Case Study — 04 / 05 · Advertising

BedelFinancial

Product-drop campaign creative.

Peak Moment · 0:30 walkthrough

Bedel Financial — selected surfaces, end-to-end.

Watch reel · 0:30

Status

2024

shipped & live

Scope

End-to-end

design through delivery

Case study

In progress

full numbers landing soon

Discipline

Advertising

led solo

Scroll to step through · 01 / 04

Thirty-five years of trust,
due in ten weeks.

Bedel Financial's anniversary magazine had to make sophisticated wealth-management content feel anything but stuffy — while every page carried SEC-required disclosures, final copy arrived in pieces across six weeks of production, and the photo archive spanned 35 years of mixed resolution and lighting.

Affluent readers don't want advice —
they want confidence.

Bedel's audience — business owners and retirees, 35 to 55-plus — reads to feel certain about decisions, not to learn jargon. Competitors publish dry quarterly reports; a magazine with warmth and rigor could own the coffee table, with a tone sitting between heritage and modernism.

One grid, three spreads,
one arrow through it all.

A modular editorial system: image-led, copy-led, and data-led spreads sharing one 12-column grid, built to absorb late copy without redesigns. An arrow timeline runs the bottom margin of every spread as the magazine's spine, and QR codes extend each story online.

Twenty pages, shipped on press,
history reads like momentum.

The 2024 anniversary issue landed at 20 pages in 10 weeks — compliance intact, archival photography re-graded into warmth, and an arrow timeline tying 1989 to today. The opening letter shipped with the CEO's own words on a spread designed to receive them.

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