Selected work ■ 2024
Vertex Capital Advisors
Vertex came to FinArt at a turning point. They had the reputation, the relationships, and the results — but a brand identity that hadn't 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 decision ■
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.
What we built ■
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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