"The easiest thing to do in the world of financial marketing is show a bunch of slightly paunchy guys in white shirts and ties shaking hands across a conference table. Or make a reference to sailing. Headwaters' sensibilities as a brand couldn't be farther from either stereotype. The Denver-based bank is full of ex Wall Streeters and entrepreneurs who are smart and independent with a distinct personality that separates them from the pack. They embraced the importance of brand building and when building their website, we embraced the notion that serious categories and cookie cutter aren't mutually exclusive."