RE-BRAND

Prospero Wealth

Prospero Wealth is a registered investment advisory firm built by former tech professionals, serving a client base of engineers, developers, and data-driven thinkers. The firm approached me with a need to reimagine its brand identity to better align with its clientele and modern, analytical approach to financial planning.

While Prospero had a loyal client base and a strong internal culture, their brand identity no longer reflected the sophisticated, tech-oriented service they provided. The existing logo was rooted in family legacy but lacked relevance to the digital-first nature of their audience. It was time for a brand that felt as innovative and strategic as the firm itself.

The goal was to refresh the brand while preserving meaningful elements of its heritage. Specifically, we wanted to:

  • Modernize the visual identity

  • Create a logo that honored the family-owned legacy

  • Appeal directly to tech-savvy professionals

  • Align brand visuals with Prospero's data-driven philosophy

My strategy involved bridging the gap between tradition and innovation. This meant leveraging design cues from tech brands while retaining symbols that reflected trust and legacy.

CLIENT
PROSPERO WEALTH
ROLE
BRAND DESIGNER
WEB DESIGN
COLTON ETHERTON
YEAR
2024
RE-BRAND

Prospero Wealth

Prospero Wealth is a registered investment advisory firm built by former tech professionals, serving a client base of engineers, developers, and data-driven thinkers. The firm approached me with a need to reimagine its brand identity to better align with its clientele and modern, analytical approach to financial planning.

While Prospero had a loyal client base and a strong internal culture, their brand identity no longer reflected the sophisticated, tech-oriented service they provided. The existing logo was rooted in family legacy but lacked relevance to the digital-first nature of their audience. It was time for a brand that felt as innovative and strategic as the firm itself.

The goal was to refresh the brand while preserving meaningful elements of its heritage. Specifically, we wanted to:

  • Modernize the visual identity

  • Create a logo that honored the family-owned legacy

  • Appeal directly to tech-savvy professionals

  • Align brand visuals with Prospero's data-driven philosophy

My strategy involved bridging the gap between tradition and innovation. This meant leveraging design cues from tech brands while retaining symbols that reflected trust and legacy.

CLIENT
PROSPERO WEALTH
ROLE
BRAND DESIGNER
WEB DESIGN
COLTON ETHERTON
YEAR
2024
INTRO

The process kicked off with a deep dive into Prospero’s story, audience, and values. I conducted a brand audit and interviews with key stakeholders to understand where the brand stood and where it needed to go.

We then explored multiple directions through mood boards, focusing on minimal, modular, and tech-forward design systems. I created rough logo sketches and iterations, presenting two refined identity directions. Feedback was gathered, and we honed in on a final design.

Logo Design: The refreshed logo retains the iconic key, a symbol passed down through Eric Franklin’s family businesses. We modernized it by incorporating binary elements in the teeth of the key and a circuit-inspired design in the keyhead. It blends tradition with technological sophistication.

  • Color Palette: A clean mix of dark navy, cool teal, and mint green, chosen to reflect clarity, trust, and innovation.

  • Typography: A combination of geometric sans-serifs that evoke a modern, digital feel while remaining approachable.

  • Imagery & Graphics: Abstract data visualizations and minimal architectural shapes were proposed to convey forward-thinking strategy and structure.

The new identity was rolled out across web, digital presentations, social media templates, and client materials. We worked with developers to ensure seamless integration of the logo and colors across the digital experience.

THE BRIEF

The design tells a story of evolution — honoring legacy while embracing what's next. Clients familiar with the original key recognized it instantly, while new prospects saw a brand that feels aligned with the fast-paced, high-tech world they live in.

Following the rebrand, Prospero reported stronger engagement from both prospective and existing clients. The brand now resonates more deeply with the tech professionals they serve, and internal teams feel a renewed sense of pride in their visual identity.

The biggest takeaway was the power of subtle symbolism. By updating the key rather than replacing it, we maintained emotional resonance while shifting perception. If I were to do anything differently, I’d explore an earlier integration of brand photography to round out the system visually.

Rebranding Prospero Wealth was a rewarding project that reminded me how the right balance of tradition and innovation can elevate a brand. It was more than a new look—it was a strategic reset that positioned Prospero to grow with clarity and confidence.