Shaffer Wealth Advisors Chose the Milk Can

When Dave Shaffer and his father Lee decided to rebrand their practice to Shaffer Wealth Advisors, they had a big decision to make: What should the new logo be? This announcement video, which was originally made for their existing clients, explains why they went with a milk can.

“The video was actually a surprise Christmas present for my dad,” said Dave. It was made to honor the roots of their business and show the values that have anchored the company since its inception. The milk can represents both the strong work ethic and the personal style of the practice.

Strong Work Ethic

Dave’s father, Lee, grew up on a large dairy farm in Selinsgrove, PA. He worked 60-hour weeks and developed the kind of tireless work ethic that translates well to any vocation, including financial advising. For nearly 40 years, Lee has poured his energy into learning all aspects of the financial services industry and serving clients with his expertise.

When Dave was preparing to join his father in the practice, he also worked hard to gain the knowledge required to advise clients on important financial decisions. After earning his MBA, Dave completed all the necessary industry licenses in 2021 and passed the CERTIFIED FINANCIAL PLANNER® exam to better serve clients with financial planning.

That same dairy-farm work ethic, represented by the milk can, now translates to continually staying up to date on all the latest developments in the market and financial industry and using this knowledge to serve clients well.

Personal Style

Dave confessed to me that the process of choosing a new logo for their brand was not an easy one. He was torn between the milk can and more conventional logo options that you might see in other financial firms. Ultimately, they went with the more personal option. This fits the brand because it fits their style.

“I think the reason we are so successful is because we are personal. We start working with the children of many of our top clients. We come to their house and really get to know them and their families. We like to build deep, long-term connections with clients”

They prefer to meet face to face in their clients’ homes. They enjoy connecting with clients in this way, and it helps them make recommendations based on the unique situations of each family.