Case study · Ask The Planman
One brand for a podcast, a book and a speaking business
Ask The Planman's podcast and speaking work sat inside two financial services websites, and a new book was on the way with no website to send readers to. We gave the brand its own identity, a six-page website and a media campaign.
3 to 1
Podcast, book and speaking under one brand
6
Pages on the new website
3D
Interactive book preview with turning pages
1
Media campaign designed around the brand
The challenge
Ask The Planman is a financial wellness brand built on a podcast, speaking engagements and, from September 2026, a book: Solving for X: The Retirement Equation Nobody Taught You.
The podcast and speaking content lived inside two financial services websites, under insurance and wealth management branding. The book was about to launch with an Amazon listing and a signed-copy page, but no brand website. The brand needed its own identity and one place for all three.
Before
Three lines of work, no shared home
- PodcastSpread across two financial services websites
- SpeakingSpread across two financial services websites
- BookAmazon and a signed-copy page, with no brand website
Content spread across other brands
After
Ask The Planman website
- Home
- About
- Speaking
- Book
- Podcast
- Contact
One brand, one website, six pages
What we did
Brand identity
We drew the identity from the book cover so the book and the brand read as one. Deep violet leads, plum carries buttons and accents, and gold is reserved for small marks. The cover's equation field, X monogram and stepping stones recur across the site.
Website
Six pages: home, about, speaking, book, podcast and contact. The book page has an interactive 3D copy of the book with turning pages, next to purchase and signed-copy links. Speaking inquiries come through a dedicated form with spam protection.
Built for search
A custom WordPress theme with structured data that identifies the brand, the book and the podcast to search engines, plus a summary file written for AI assistants. Security hardening and launch checks are built into the theme.
Media campaign
A media campaign designed around the new Ask The Planman identity.
Before and after
| Area | Before | After |
|---|---|---|
| Home | Podcast and speaking content spread across two financial services websites | One brand website with six pages |
| Identity | Presented under insurance and wealth management branding | A visual identity drawn from the book cover |
| The book | Sold through Amazon and a signed-copy page, with no brand website | A book page with an interactive 3D preview and both purchase links |
| Media | No campaign of its own | A media campaign designed around the brand |
Brand identity
Every color and motif comes from the cover of Solving for X, so the book and the website read as one brand.
Violet
Primary color
#240534
Plum
Buttons and accents
#9C2F7A
Twilight
Gradients
#3B5BA5
Lavender
Backgrounds
#F4EFF7
Gold
Marks only
#C9922A
Deliverables
- Visual identity drawn from the book cover
- Six-page website
- Interactive 3D book with turning pages
- Book purchase and signed-copy links
- Speaking inquiry form with spam protection and rate limiting
- Structured data and a summary file for AI assistants
- Custom WordPress theme with security hardening and launch checks
- Media campaign designed around the brand
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