A special group of Vanguard fans, the Bogleheads, were scheduled to visit the Vanguard campus. They’re a self-made, influential online group, with national membership. Since our marketing persona research suggested a strong correlation between Bogleheads and our social media audiences, the event needed to be branded with new signage, and event materials to have a strong recognizable visual presence in social media. The selected imagery was a nod to Mr. Bogle and his obsession with all things nautical.