Guiding Wealth

WHAT WE CREATED

A logo, color palette, type styles, graphic illustrations, iconography, and a full style guide outlining color usage and combinations, typography usage and combinations, graphic element usage, and photography styles

CLIENT PERSONA

They didn’t grow up with money, and have valued saving their dollars. They’re currently in a period of transition and deeply want the next phase of their lives to be purposeful. They are deep thinkers and curious information-seeks. They value experts helping them make smart decisions so that they can enjoy their lives and spend money on dreams they didn’t think they could attain. They’re not concerned with appearances of wealth. Rather, they most aspire to be a legacy-maker, leaving something from which newer generations can benefit.

BRAND KEYWORDS

Live wealthy now; the customer is the expert; spend meaningful dollars; clear, simple, confident; collaborative; fresh air; high quality/boutique; enjoyable; trustworthy

BRAND STYLE

Trustworthy, calm, welcoming. Communicates a respect for their money and time, while also providing a sense of open-mindedness and newness. A more traditional take on the “breath of fresh air” meets “premium quality” feeling. This color palette uses bright sky blue colors and small pops of yellow to infuse the brand with some liveliness. More boutique design elements (like modern, minimalist typography) can take this brand from traditional to contemporary, but still appear more straight-forward and mature.