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Mountain Peak Financial Inc Identity Guidelines 2017

Mountain Peak Financial Inc Table of Contents 17 4 7 MPF s Voice How to write copy that reflects our personality 20 3 Colors Mountain Peak s 6 colors 3 1 Primary Palette 3 2 Secondary Palette 6 8 Our Services Describing what we do 8 1 Core offering 8 2 Supplementary offers 9 Re ecting Charles Charles as the face of the company 22 4 Typography Our typfaces and use 8 10 Legal Requirements Compliance regulations as provided by Global Financial Private Capital 10 1 Disclosures where to use them 10 2 Language to avoid 23 1 Mission Statement 3 2 The Logo An introduction to the logo 2 1 Intro 2 2 Variations 5 Imagery Our photo style and how to use photos to portray our brand 10 6 Application Applying the MPF Visual Identity across all collateral 6 1 Stationary 6 2 Promotional Material 6 3 Digital Application 12

MISSION STATEMENT At Mountain Peak Financial Inc we are dedicated to informing our clients and working closely with them to develop the best financial strategies for their long term goals Our goal is to be the trusted lifetime advisor that helps our clients achieve the confidence they deserve for their financial futures 3

LOGO THE MOUNTAIN PEAK LOGO Our logo is the whole package With all our primary colors represented the mountain shows our stability the sun shows the hope we want to instill in our clients and of course the road of financial confidence The road itself slightly resembles the Bank of America logo just enough to make prospects and clients subconsciously associate us with a strong financial institution Yay for psychology in branding 4

LOGO VARIATION DO S DON TS Pieces of the primary logo can be used as accents and backgrounds Include the mountains with sun into any graphic branding pieces MOUNTAIN PEAK FINANCIAL INC Use just the text in all caps for some email campaigns to simplify the header Include the logo in footers Don t change proportions while resizing the logo Hold shift while resizing to maintain proportions in Illustrator Don t make the logo all one color if using the text in the logo Don t make the logo so small that the slogan on the bottom is illegible If the logo needs to be small and only if it is not the only logo on the piece it s ok to delete the slogan Use the cropped gray logo variation in corners of pages 5

COLORS 6

PALETTES PRIMARY COLOR PALETTE Hex f71416 C29 M100 Y100 K38 R126 G20 B22 Hex fccc35 C1 M19 Y89 K0 R253 G204 B54 Hex d6d6d7 C15 M11 Y11 K0 R214 G215 B216 The primary colors are used for titles accents and CTAs As a general rule if any of these colors are used as backgrounds the other primary colors should not be used for the text over the background Black text for yellow and gray white text for red SECONDARY COLOR PALETTE The secondary colors are used primarily on the website as backgrounds on strips and overlays on photos Generally do not use these colors on print materials unless it really fits Hex 153247 C94 M74 Y48 K46 R21 G50 B71 Hex 545052 C64 M59 Y54 K34 R84 G80 B82 Hex f3eee0 C4 M4 Y11 K0 R243 G238 B224 7

TYPOGRAPHY AaBbCcDdEeFfGgHh IiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz 1234567890 8

TYPOGRAPHY AaBbCcDdEeFfHhIiJjKkL lMmNnOoPpQqRrSsTtUu VvWwXxYyZz Georgia Italic Headings Quotes Buttons AaBbCcDdEeFfHhIiJjKkL lMmNnOoPpQqRrSsTtUu VvWwXxYyZz Avenir Light Body AaBbCcDdEeFfHhIiJjKkL lMmNnOoPpQqRrSsTtUu VvWwXxYyZz AaBbCcDdEeFfHhIiJjKkL lMmNnOoPpQqRrSsTtUu VvWwXxYyZz AaBbCcDdEeFfHhIiJjKkL lMmNnOoPpQqRrSsTtUu VvWwXxYyZz Avenir Medium Body Avenir Black Body Avenir Oblique Body AaBbCcDdEeFfHhIiJjKkL lMmNnOoPpQqRrSsTtUu VvWwXxYyZz Special Occasions Fonts Snell Roundhand AaBbCcDdEeFfHhIiJjKkL lMmNnOoPpQqRrSsTtUu VvWwXxYyZz Mrs Eaves AaBbCcDdEeFfHhIiJjKkL lMmNnOoPpQqRrSsTtUu VvWwXxYyZz Creating strategies to make your retirement income last as long as you since 1992 Abraham Lincoln Logo font Titles 9

IMAGERY the road to financial confidence Use a black transparent layer over the road and only white text on top Use on all general company promotional materials Stretch and crop as needed IMAGE BACKGROUNDS the dawning of 25 years Use a white transparent layer over the mountains if text will be placed anywhere other than the sky Do not use white text over this image Any dark MPF color will do except red 10

IMAGERY Photos by Ricky Chavez Official office staff and meeting photos Use whenever possible to showcase our personality and give prospects and inside look literally at our company Choose photos of Charles that look cheery because he is Charles is the face of this company people should recognize him just as much as they recognize the brand and vice versa Image tones reflect the secondary color palette These images are meant to be used on their own Do not put text or transparent layers on top unless the text is not on top of a person 11

APPLICATION APPLICATION applying the MPF Visual Identity across all collateral 12

STATIONARY MAIN OFFICE 1425 W Foothill Blvd Ste 115 Upland CA 91786 PALM DESERT OFFICE 77564 Country Club Dr Ste 212 Palm Desert CA 92260 address format for 10 envelopes 6 x 9 10 x 13 9 x 6 MAIN OFFICE 1425 W Foothill Blvd Ste 115 Upland CA 91786 PALM DESERT OFFICE 77564 Country Club Dr Ste 212 Palm Desert CA 92260 13 x 10 8 5 x 11 letterhead 13

PROMOTIONAL MATERIALS Seminar Folder Inserts Business Cards Rack Cards Banners All that changes on each business card is name and title Only Charles needs a license number on the card Use consistent headers Use the official photos Use large text for stand out phrases 14

DIGITAL s clear cta ages original im Chrome File Edit View History Bookmarks People Window Help Mountain Peak Financial Inc 54 Thu 2 04 PM x Mountain Peak Financial Inc x Secure https www mountainpeakfinancial com disasterpreparedness 54 Thu 2 04 PM x Secure https www mountainpeakfinancial com booking rolling c s x a l l a par palette y r a d n o c se Chrome File Edit View History Bookmarks People Window Help Chrome File Edit View History Bookmarks People Window Help Mountain Peak Financial Inc Secure https www mountainpeakfinancial com 54 Thu 2 04 PM Chrome File Edit View History Bookmarks People Window Help Mountain Peak Financial Inc 54 Thu 2 04 PM x Secure https www mountainpeakfinancial com services 15

EMAIL When creating new email campaigns copy an existing email that has the same branding pieces needed Stack the content of emails to break up all the info especially for the MP Insider Always end the email with the logo and website button invitations monthly client newsletter lead nurturing 16

PERSONALITY VOICE What I know now after 25 years as an advisor and what was true when I started in 1992 is simply that everyone is looking for someone to trust CHARLES RAGONESE MPF S Personality Voice designed to make MPF that someone everyone wants to trust 17

PERSONALITY DIFFERENTIATE DEFINE How we differentiate is best told through a story robust but not aggressive intuitive but not assuming leading but not overbearing unbiased but not apathetic honest but not cynical knowledgeable but not arrogant cheery but not immature classic but not outdated When I Nina attended the American Equity convention in Las Vegas I met another girl my age who was also working with her father I was excited to have a chance to talk to someone seemingly in a similar role as myself maybe compare strategies relate over the drab of the traditional marketing tactics etc Then she asked me a question and I was dumbfounded Do you sell too she asked Sell I thought Sell what With a blank stare I asked her to repeat what she said pretending I hadn t heard her and she asked again do you sell products Well my answer was no anway since I just do marketing but the answer is no for everyone in our office I had never once thought of what we do as selling products How cold does that sound How distant We do not sell products We create retirement strategies to guide our clients on the road to financial confidence Our clients are not just people to sell to they are people to connect with people to help people who s lives we can positively impact This is the underlying message that guides how we function and sets us apart from many other advisors 18

VOICE TONE OF VOICE Our tone of voice is informative and transparent consideration This means that we strive to keep our clients informed about their financial options in a way that is unbiased and considers their unique financial situations This helps clients trust that we are on their side and dedicated to advising what is best for them Copy should always be informative and transparent not opinionated for legal reasons The goal with our copy is to help people understand a concept they might not have previously understood and to make them feel comfortable speaking with us about their financial situation We do this through straightforward client centric language Straightforward Client Centric Conversational blunt confident truth Avoid using any complex jargon and financial terms that most people won t understand Explain concepts concisely and in english aka lay people s terms Always refer back to why the topic at hand is relevant to the client or how what you re talking about can benefit them The copy should convince people that there is a need for retirement planning and that it is a serious topic but not daunting if they have our help Most importantly copy should reflect how much we care about their financial well being and how much we want to see them living the retirement they ve always wanted 19

SERVICES CORE Retirement strategies designed to fit your needs The Mountain Peak Roadmap is what we call the retirement income analysis that we set up for our clients What it is a review of clients retirement income sources What it does tests those income sources to see if they re going to last as long as the clients will need them What it means clients can quit living in the gray area of uncertainty wondering if they ll outlive their money in retirement We create this roadmap as tangible proof of a strategy for lifetime income Keep it simple When discussing our financial services to prospective clients keep it simple by following the above definition Everything we would do as a part of that plan the tools the technical details are more likely to just scare them away Never discuss or write about our services in a way that will confuse people Save the confusing details for later when Charles is already having a 2nd or 3rd appointment with prospects 20

SERVICES SUPPLEMENTAL Events Reviews We provide View From the Top as a free resource for our clients with the goal of providing them with a well rounded retirement education There s more to retirement than income and these classes are the place to discuss those topics Primary Logo Logo variation for specific workshops Use on print and email invitations In addition to View From the Top our fun client events are intended to build community and trust Each event will have its own specific branding depending on the theme of the event Use full creative freedom here just make sure our main logo is somewhere on the invitations Aside from the retirement plan itself the annual review is our main promise to our clients The annual review is used to review the clients portfolios but can also be used as an opportunity for creating awareness loyalty and engagement 21

REFLECTING CHARLES As the face of the company everything we do should reflect Charles personality Charles personality is fundamental to our brand personality We as staff can do as much as we want to help along the sales process or work behind the scenes to build relationships with clients but when it comes down to it Charles is the main one people need to trust More than just selling products we are selling the idea of working with a person like Charles His personality needs to be reflected early on So who is Charles Charles main attributes Cheery Familial Sincere Knowledgeable Unbiased 22

LEGAL REMAINING COMPLIANT WITH THE SEC Our Registered Investment Advisor RIA Global Financial Private Capital provides us with guidelines to keep our marketing and advertising compliant with the SEC Disclosure Words to Avoid Investment advisory services offered through Global Financial Private Capital LLC an SEC Registered Investment Adviser SEC registration does not imply any level of skill or training CA Insurance lic OB02155 This is the main disclosure and must be used on ALL materials Place at the bottom of all pieces in size 8 italic font Make sure it is fully legible See below Expert Educate Guarantee Mountain Peak s 25th Anniversary Charles s 25th Anniversary as an Investment Advisor Representative instead use financial advisor Best Basically avoid making claims on things that are not proven facts More compliance guidelines and instructions can be found in the marketing handbook Investment advisory services offered through Global Financial Private Capital LLC an SEC Registered Investment Adviser SEC registration does not imply any level of skill or training CA Insurance lic OB02155 23

MOUNTAIN PEAK FINANCIAL INC www mountainpeakfinancial com