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Project News | November 12, 2021

An Unexpectedly Perfect Time for a Brand Overhaul

When HollisWealth was purchased by iA Private Wealth, one advisor saw an opportunity to revitalize his practice. 

Bart Chatterson has been advising clients since 1998 and in that time he’s developed a particular interest in retirement strategy aided by rules-based investing. And while he hasn’t introduced other advisors into his team, he is able to deliver a comprehensive wealth process through various partners and resources. 

The full value of his current offering, however, was not as clear as it could be in his outward identity. It had been some time since he had undertaken a brand overhaul, and as the Hollis buyout necessitated various revisions to his materials, he decided it was time to move forward.

Our first priority was to crystallize Bart’s retirement planning focus in a new name, logo, look and main story. And so Chatterson Wealth Management became RetireSURE, and the focus of the brand shifted from a namesake to a value proposition. 

This development, combined with a more focused message and a contemporary website, enabled Bart’s practice to be perceived differently—not as a small operation with a general service offering, but rather as a specialized and goal-oriented organization with a well-equipped team. 

All the while, we coordinated with compliance representatives at iA Private Wealth to ensure the materials would meet their brand standards and fulfill legal requirements. 

The RetireSURE brand and the timing of the launch had positive implications for both new and existing relationships. Bart could present a fortified and exciting look to his existing clients at the same time that he introduced them to iA Private Wealth, setting a tone of possibility and relevance to the transition. It will also provide him with a host of resources as he turns his attention to prospecting.

See for yourself and explore the new site at

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