TOEWS

Squeaky approached this engagement with Toews Asset Management as a strategic consulting partnership, beginning with in-depth competitive research and a series of discovery workshops and stakeholder interviews. These efforts surfaced key market insights, positioning gaps, and audience motivations that shaped a specific ETF product’s campaign strategy.

The resulting direction was grounded in data and insight, clearly articulating Toews’ differentiated value to financial advisors while authentically capturing the founder’s vision, the team’s expertise, and the sophistication behind their financial strategies.

A targeted digital campaign was created to educate a specific segment of financial advisors on a key Toews ETF product. The campaign ran across LinkedIn and targeted email, featuring static and animated ads, email assets, and downloadable fact sheets and white papers. Squeaky partnered with a trusted media firm to manage ad placement and reporting, collaborating closely to deliver data-driven, measurable results.

Inspired by Toews’ core attributes — SMART, STRATEGICALLY FOCUSED, PROVEN, and TIMELESS —Squeaky established a distinctive campaign mood that conveyed momentum and new beginnings. The visual direction draws heavily from the Constructivist movement—a nod to the founder’s distinct personality that also carved out a unique, playful and sophisticated identity in a crowded market.

The campaign’s new visual style has since been extended across additional client assets, reinforcing brand consistency and amplifying the campaign’s overall impact.

Squeaky designed a dedicated landing page for the fund that visually aligned with the campaign and included lead-generation features. Built within Toews’ existing WordPress framework, the page maintained technical consistency with the main site while introducing a distinct look and feel to engage visitors and capture qualified leads.