Advisor’s Edge

Written By Gil Martinez
 

Editorial brand leadership for a national financial advisory audience
(2018–2023).

Advisor’s Edge is a national brand serving Canadian financial advisors. Following a major redesign in 2018, I led the visual direction and ongoing evolution of the brand, shaping its editorial systems, visual language, and tone across print and digital touchpoints over multiple years.

Role & Scope

  • Art direction and design

  • Editorial brand systems

  • Visual identity evolution

  • Illustration and image commissioning

  • Writing and editorial collaboration

Magazine cover showing two rock climbers on a cliff face, illustrating themes of risk and reward.

Cover and feature exploring client risk tolerance.

Magazine cover featuring a man in a suit and bowler hat seen from behind, with butterflies surrounding him.

Cover marking the post-redesign evolution of the brand.

Interior magazine spread with charts, illustrations, and text explaining economic bubble theory.

Interior feature spread addressing economic bubble theory.

Magazine cover showing an empty storefront with a poster visible through the glass door.

Cover reflecting economic uncertainty during the early months of the COVID-19 pandemic.

Magazine cover showing duplicated figures in cyan and magenta, creating an overlapping visual effect.

Cover and interior system applied across a multi-article feature.

Magazine cover with a stylized illustration symbolizing renewal and change.

Final print issue following the transition to a digital-first platform.

 
Gil Martinez
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