Athena Private Wealth Advisors had built a library of 75+ financial planning worksheets — retirement, taxes, insurance, estate planning, cash flow. The tools were strong. The packaging was incomplete. The documents were Canva files. There was no brand, no product identity, no website, no way to reach their target market of DIY households who would never walk into an advisor's office. They needed to go from raw worksheets to a complete digital product called EchoPlan.

I was the only person on this project. Brand strategy, identity design, front-end development, copywriting, product packaging, e-commerce, email automation, analytics, full technical handover.

Brand identity. The "Echo Horizon" mark uses three concentric arcs to represent the compounding effect of good financial decisions over time. The system includes a color palette, typography stack, and a 5-second animated motion logo with sound design.

Custom React website. A custom application on the client's own infrastructure, deployed through GitHub. No WordPress. No templates. No vendor lock-in.

170+ page product system. I rebuilt 75+ raw documents into a navigable product with a branded cover, visual table of contents, catalog IDs, category-coded icons, consistent formatting, and "Start Here" onboarding instructions. Without structure and guidance, no one would use it. I built that layer.

E-commerce. Shopify storefront with Stripe payment processing and Filemonk for secure digital delivery.

Email automation. A 5-email post-purchase sequence in MailerLite — from download confirmation through an "Action Beats Perfection" onboarding philosophy.

Analytics. Google Analytics 4 and Google Tag Manager — configured, validated, documented.

Copy and positioning. Multiple rounds of human-written sales copy — landing page, FAQ, comparison table, founder offer framing, compliance language, privacy policy.

Midway through production, the founder gained new clarity about the product's direction. The messaging had drifted, and we realigned.

My approach: nothing gets written until the core value proposition is locked in one sentence. Everything on the site — headline, copy, video, FAQ — grows from that seed. For EchoPlan, the sentence was three words: simple, comprehensive, fast. Once that was locked, the rest of the site fell into place.

A brand identity system with logo variants, color specifications, typography, and a motion logo. A custom React website documented for any developer to maintain or extend. A 170+ page structured product with navigation and onboarding. A working e-commerce storefront. A 5-email automation sequence. A working analytics stack. A handover package with architecture documentation, automation logic maps, credential transfers, and a central dashboard linking every platform and asset.

Full ownership. Full operational control. Built for handover, not dependency.

This engagement started as a document design project and expanded into a full brand and product system build. I now manage the ongoing hosting infrastructure and have been engaged for Phase 2 — upgrading the product to a premium tier with instructional video assets, and an expanded post-purchase experience.

"It is a real pleasure working with you, Eric. Thank you for taking such good care of us." — Dan Alberth, Partner

Brand Identity & Motion Design · Custom React Website · Product System Architecture · E-Commerce Integration · Copywriting & Positioning · Email Automation · Analytics Setup · Technical Handover & Documentation echoplan.com