Workshop | Competitors assessment |Positioning | Naming | Website Structure
Project overview
When Alfonso Jaques, a highly skilled mortgage broker and aspiring financial advisor, approached us, he was looking for a name that would define his burgeoning business. Alfonso’s services stood out for his unmatched ability to simplify the complexities of property financing and guide clients toward sound financial decisions. With plans to build his own practice and later expand his expertise into financial advising, he needed a name that captured his meticulous approach, strategic thinking, and long-term vision. Our task was clear: craft a name that aligned with his professional philosophy and resonated with his target audience.
Research and Strategy
So, we started by delving into Alfonso’s business ethos. Which we quickly understood was centred on solving property investment challenges with a unique blend of deep industry knowledge, personal connection, and strategic foresight. Through conversations and a deep workshop session, we identified the following core pillars of his story:
- Deep Knowledge: Bringing the “right” experience to the table by tailoring solutions to each client’s specific situation.
- Solve Challenges: Recognising opportunities and overcoming obstacles that others might miss – and, this, was crucial.
- Personal Connection: Acting as a loyal team member with the client’s best interests at heart.
- Big Picture Thinking: Providing advice that benefits clients not just today but well into their future (keeping the door open for when Alfonso’s business will expand into financial advising)
We also explored the competitive landscape, ensuring the name would stand out among mortgage brokers and financial advisors. Research highlighted a gap for names that conveyed precision, trust, and the ability to “see what others don’t.”
Naming
When we started the naming process for Alfonso’s business, we knew the name needed to reflect more than just what he does—it had to embody how he works.
To us, the hawk symbolised everything he stands for: precision, foresight, and a unique ability to navigate complexity with clarity. We were sure that an emotionally resonant name would better capture his client-focused approach than a purely functional one. Based on our workshop with him, we knew his method wasn’t just about solving problems but about anticipating needs and delivering solutions that inspire long-term confidence.
Hawkeye Finance emerged as the perfect name, blending the sharpness of his expertise with the emotional trust and strategic vision he brings to every client.
Creative Messaging
Guided by the insights gathered, we crafted a narrative that emphasised Alfonso’s ability to identify opportunities others might overlook and secure the best outcomes for his clients. The storytelling we developed centred on his deep knowledge, relentless problem-solving, and the personal relationships he fosters.
We explored various storytelling directions to reflect:
- Precision and Vision: Like a hawk, Alfonso has the ability to focus on finer details while maintaining a clear view of the broader landscape.
- Problem-Solving: Highlighting his acute sense of observation and his ability to navigate complex challenges.
- Professionalism and Trust: Conveying a sense of sharp, confident, and dependable advice—qualities that reflect how Alfonso approaches his work.
Conclusion
The name Hawkeye Finance perfectly encapsulates Alfonso’s approach to property financing. It is also relevant to the financial advising services Alfonso may wish to expand into later in his journey.
It positions him as a trusted guide with the vision and expertise to navigate complexities and secure his clients’ best financial futures.
While we didn’t work on the visual identity, the strategic naming lays a solid foundation for the brand’s creative team to develop with confidence.
With Hawkeye Finance, Alfonso is poised to become not only a recognised mortgage broker but also a trusted financial advisor who delivers exceptional results for his clients.
