INTRO
There was a clear disconnect between how the brand looked and how the firm operated. Vertex is confident, decisive, and deeply personal—but their old identity felt overly safe and impersonal. The visual design didn’t communicate their sophistication, nor did it reflect their core values of strength, leadership, and clarity.
It wasn’t just a visual issue—it was tonal too. The branding didn’t strike the emotional note their clients were looking for: a sense of confidence and calm in moments that often feel uncertain.
Our goals were clear:
Make the brand feel modern and confident
Create a tone that feels strong, yet approachable
Resonate with 55–65 year-olds preparing for major life transitions
Vertex wanted to be seen as the kind of advisor who doesn’t just manage money—they lead with clarity, purpose, and calm. The emotional tone needed to be sharp, composed, and deeply human.
We started by digging into their story—the meaning behind “Vertex,” the symbolism of turning points, and what makes their relationships with clients so unique. Their brand archetype, The Maestro, guided our creative direction: confident, precise, and driven by excellence.
The process involved:
A deep dive into their clients’ mindset
Moodboards and brand tone workshops
A logo rooted in symbolism (more on that below)
A full visual system that felt elevated, modern, and distinct in the financial space
One fun twist? The introduction of the bull elk. It came up during an early conversation and stuck. The elk’s strength, poise, and presence became the perfect metaphor for how Vertex shows up for their clients.
At the center of the new identity is a bold, abstract bull elk mark—its face subtly forms a "V" for Vertex, and its antlers mimic upward-moving charts. It’s strong without being loud, confident without being cold.
We paired that with:
A refined serif + sans-serif type system for contrast and clarity
A modern, natural palette of navy, gold, and soft earth tones
A brand voice that’s direct, composed, and empowering
Together, it tells the story of a firm that leads with vision, strength, and intention.
We brought the new brand to life across:
A fully redesigned website (in partnership with Slices)
Branded collateral like folders, business cards, and stationery
A new brand narrative for proposals and client materials
One detail we loved: incorporating abstract elk imagery and natural textures across touchpoints. It gave the brand a grounding presence that still felt elevated.
Since launching, Vertex has received glowing feedback—from longtime clients to brand-new prospects. The team has fully embraced the brand, and it's become a core part of how they talk about who they are and how they serve.
One of our favorite moments? A client told Michael, “This finally feels like you.” That’s when we knew the transformation wasn’t just visual—it was personal, powerful, and deeply aligned.