Plaid Swan

05/30/2026

The Midwest Isn't a Market. It's Home.
National agencies see zip codes.
Plaid Swan understands the people who live there.
We know the farmers, teachers, small business owners, retirees, and families who make up the communities your finanacial institution serves because we serve them too.

05/28/2026

Some projects go far beyond a logo.
Plaid Swan was honored to be selected for the rebranding of the Hoover Presidential Foundation before the opening of the newly renovated Herbert Hoover Presidential Library and Museum as part of the historic initiative launching in 2026.
This was never about creating “something new.” It was about honoring one of America’s most misunderstood presidents and reintroducing Herbert Hoover’s humanitarian legacy to a modern audience.
From brand strategy and messaging development to visual identity, positioning, storytelling, public relations planning, donor communications, and reopening campaign support, this project challenged our team to think beyond marketing and focus on meaning.
The result is a brand system designed to feel timeless, presidential, credible, and flexible enough to support the next generation of educational programming, fundraising, tourism, and national awareness efforts surrounding the reopening.
We are incredibly proud of our team and grateful to the Hoover Presidential Foundation for trusting Plaid Swan with such an important chapter in American history. The story of Herbert Hoover is bigger than most people realize, and we are excited to help share it with the country.

05/19/2026

05/08/2026

This week we created campaigns, solved problems, managed timelines, navigated challenges, and helped our clients continue moving forward. That work matters.
Now close the laptop, celebrate the wins, and recharge for what’s next. Creativity needs rest too.
Happy Friday from the Plaid Swan team.

04/24/2026

Some of the Plaid Swan team spent the day in Elgin with a client partner who always makes us feel like family. It was one of those days where ideas move quickly, conversations have depth, and you leave knowing meaningful progress was made, not just in strategy, but in the relationship itself. We closed it out by bringing both teams together for dinner on the patio at The Saddle Room. Good food, perfect weather, and even better company.

There’s real value in stepping away from the conference table. It builds trust, strengthens alignment, and reminds everyone that behind every brand and every decision are people doing work that matters. Grateful for partnerships that feel like this and for days that deliver both results and perspective. Cheers!

04/15/2026

Love seeing our clients happy!

04/07/2026

We created 225 custom SWAG boxes for Alero Financial, designed to celebrate their rebrand with their entire internal team. Packed with fun, thoughtful pieces to bring the new brand to life.

04/05/2026

Here’s to bold ideas, fresh starts, and a little creativity in everything you do. Happy Easter!

04/02/2026

The Hoover Presidential Foundation is hitting the airwaves as the Hoover on the Road exhibit makes its final stop, now on display at Living History Farms. Don’t miss your chance to experience it—go see it in person!

04/02/2026

A year in the making… and what a transformation.

The launch of Alero Financial is so much more than a new name or logo. It’s the result of a full-scale evolution, one that touched everything. From a collaborative brand identity development effort to interior design, signage, collateral, digital platforms, and multi-state rollouts, every detail was thoughtfully reimagined. Every branch, every touchpoint, every experience, rebuilt to reflect a stronger, clearer vision of who Alero is and where they’re going.
Rebrands at this scale aren’t easy. They require alignment, trust, and a team willing to do the hard work behind the scenes, again and again, until it’s right.
And that’s exactly what makes this one so special.
The team at Alero showed up at every step, collaborative, thoughtful, and fully committed to building something meaningful. Over the past year, what started as a project turned into something more.
Grateful to have been part of bringing this brand to life and even more grateful for the people behind it. And proud to be named your agency of record.
CHEERS to what’s next for Alero Financial.