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Make It Fresh! – Content That’s Never Cookie-Cutter


​NewSquare Capital’s vision for their quarterly commentary was simple: Stray from the status quo. They wanted their commentaries to go beyond reporting just the numbers and instead explore the investing philosophies that drove the quarter’s results.

They needed commentaries that stood out from the pack but also met client information needs and conformed to compliance guidelines. The starting point was a content design that could change from quarter to quarter, but always expressed NewSquare’s essential voice. We also needed a way to illustrate that design to make reporting easier for both internal and external writers.


We spoke at length with the firm’s expressive CIO to find out what made his passionate presentations so effective. We found a way to echo his approach in the reports using templates that sounded familiar to NewSquare investors but were also simple to execute.

Writers can use the template as a guide for structure while putting a unique touch on each quarterly commentary. This flexible guide addressed the client’s need to focus less on a formulaic final product and more on differentiated ways to communicate with clients.


The Purcell Communications team listened to our senior people, collaborated with the team, and captured our voice. They have helped us create unique and impactful content for our audiences.

- Kristin Hirt
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