SUMMARY: Q&A partnered with the Business Knowledge Center (BKC) to develop a brand and marketing system designed to help financial institutions better support business owners. At its core, BKC was envisioned as a centralized knowledge hub that translates complex financial concepts into practical, digestible guidance, strengthening relationships between institutions and the business communities they serve.

The work focused on positioning BKC as a trusted partner, not just a resource library. By combining clear instructional materials with a professional, approachable brand, the platform was designed to help financial institutions move beyond transactional relationships and toward deeper, more meaningful engagements with their commercial customers.

Our Approach

We approached BKC as both a brand-building and education challenge. Financial institutions were the primary audience, while business owners remained the end users. That dual audience required a tone and visual system that conveyed expertise and professionalism while staying accessible, collaborative, and easy to navigate.

Working closely with BKC’s leadership, we helped articulate a value proposition for both audiences. Materials for the primary audience emphasized long-term impact and shared success. Marketing the BKC resources to the end user required a shift in perspective. By speaking from the point of view of the financial institution, content was positioned to demonstrate a clear commitment to business owners and to supporting them through growth and business cycles. The goal was to give financial institutions a turnkey system that expanded their ability to educate and guide business owners, without requiring deep in-house business model expertise. This thinking informed every layer of the work, from brand identity through instructional design and campaign planning.

Our Solution

Q&A developed an integrated brand and marketing system that could scale across multiple touchpoints and target each audience. This included a flexible visual identity, instructional workbooks for business owners designed to distill consulting-level knowledge into practical exercises, foundational website, and two marketing campaigns directed to support launch and growth. The system was built to encourage repeat engagement, reinforce confidence, and create multiple opportunities for connection between financial institutions and their commercial customers.

The result is a unified brand and a framework that positions the Business Knowledge Center as a trusted source of business expertise. Designed to support education, outreach, and long-term relationship building, the work reflects thoughtful strategy, careful execution, and a clear understanding of how financial institutions can better serve the businesses that rely on them.