Tax & structuring company distinct personas

The client has a complex set of services, highly in demand, but encountered an issue of a significantly diversified target audience. One marketing persona expects to see a professional website, the other one is looking for something more relaxed, and easily relatable content. We decided to go with clean, minimalistic branding, that communicates structure and stability, and decided to use different channels for different personas, and land them on landing pages that are aligned with their expectations. That way, we ensured that the overall branding remains consistent and intact, while we still convert the younger generation clients who are in need of this type of service, but are usually intimidated by strict and cold branding.