Second Line Advisors

Executive Search

Rebuilding the site to reflect the true values of the business and brand.
Brand Strategy, Copyrighting, Design & Development, SEO [ Launch site ]

The assignment

Second Line Advisors is a New York-based executive search firm founded by Daniel Solo. With a client base ranging from traditional banking to fintech to crypto, the firm specializes in placing executives in C-level risk, compliance, and governance roles, as well as relevant counterpart roles.

While focused on risk, compliance, and governance, the firm wished to scale and extend its offering beyond its core vertical and grow its client base in new sectors such as tech and, potentially, consumer markets.
To do so it needed a site that reflected services and it’s ambitions.

Brand exploration workshops

We began the assignment with series of Zoom-based staff interviews to gather the general views and perceptions of the business and its values as a brand.
We then ran a one-day brand workshop with the management team to define the brand values, personality, benefits, and essence.
Having completed the exercise, we created a brand architecture and manifesto statement, visual identity guidelines, a new logo and created a brand tone of voice.


It was necessary to present the youthful and dynamic character of the company. Therefore it was necessary to hire a local production company to capture the essence of brand and the professionalism running through the business.
Running everything over Zoom, we planned, pre-produced and produced a video and photoshoot of their Rottweil HQ. All aspects of art direction, down to hair and make up were handled over Zoom.

Personality and values

It became apparent early on that the architectural training and background of the founder and Chief Property Officer to large degree defined Maussner’s commitment to precision planning.
Grounded in this insight we arrived at their personality traits of, Fastidious, Respectful, Restless, Avid Listeners.
We defined their values as Striving For Simplicity – Removing Complexity; No Detail Too Small; Buck Stops Here; and Collaboration Matters.

Offline to online behavior

It was necessary to create completely new website; one that we enable them to run more of their business relationships online.
This resulted in developing the resources and and mechanisms for clients and tenants to engage Maussner with ease.
This process is a journey of digital transformation that has only just begun and will continue into 2022.


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