Alexander Isley (West Redding, Conn.) created a new identity and communication program for Horsemouth, a resource for financial advisors. Most of Horsesmouth’s competition employs a predictable pattern: photos of globes, maps, compasses, and telescopes. Colors almost always revolve around blue—because, as everyone knows, blue means success and stability. The firm was able to cajole legendary New Yorker artist Charles Barsotti to render the “Horsesmouth guy,” putting him in a variety of real-world situations. The tone communicates Horsesmouth as dependable but not moribund, with a different way of looking at things and more than a little bit of spirit.