Selected Work ■ 2024
Vertex Capital Advisors
Vertex came to FinArt at a turning point. They had the reputation, the relationships, and the results. What they didn't have was a brand identity that had kept pace with the firm they'd built. We fixed that.
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What we found ■
Vertex had no visual or verbal anchor to differentiate themselves in a crowded financial planning industry. The risk wasn't bad design. It was genericness. Without a clear point of view, they'd look like every other firm promising security and growth.
The one thing ■
Lead with guidance and relationship, not performance or returns. We chose a Bull Elk as the identity anchor. Not a chart, not an upward arrow, not abstract geometry. We chose not to build around numbers, growth metrics, or the typical financial visual language.
How we showed it ■
A mark strong enough to stand alone without a tagline. A color system that feels premium without feeling cold. A type system (Outfit) that reads as approachable and modern, not stiff or institutional. Language that reframes financial planning as a journey, not a product.
After ■
"Strength in Guidance, Excellence in Service."
The Work ■ 06
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Cover your logo. Could your homepage belong to the firm down the street?
Cover your logo. Could your homepage belong to the firm down the street?
Cover your logo. Could your homepage belong to the firm down the street?
Show me where I stand
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