A hundred first impressions a year.

The challenge

Lexington Financial was bringing on roughly a hundred new clients a year, and each one arrived to a slightly different welcome. Advisors were selecting gifts one meeting at a time — hours of searching per client, and a first impression that depended on who happened to be choosing. The goal was never to hand someone a gift. They wanted every new client to leave that first meeting remembering it.

Our thinking

We were asked about products and looked at the onboarding experience instead. The problem was not which gift; it was that the same decision was being made a hundred times over. So we proposed building the welcome once — a curated kit each advisor keeps on hand and presents during a new client meeting — so consistency and care became part of the process rather than something every advisor had to reinvent.

The solution

A client welcome kit packaged in a branded backpack, every piece chosen to reflect how Lexington Financial wants to be remembered. It has kept evolving as new ideas come up: the original journal was later replaced with a custom cover styled after a vintage record sleeve, a nod to the owner’s love of 1950s music. Advisors reach for the same kit every time, and nobody is shopping between meetings.