Research / Brand Strategy / Brand Identity / Standards / Print Materials / Advertising / Website
When two sizable wealth management firms merged to form Aspiriant, one of the largest independent firms in the country, they needed a fresh brand identity that evoked the energetic personality of this aspiring new financial company. The IE team began with a comprehensive audit of the two prior companies and interviewed clients and C-level staff from both firms. We distilled our findings into a comprehensive Creative Brief that became the foundation for the Aspiriant identity system. The modern logo symbolizes everything the company stands for — confidence, energy and sophistication. In addition, it successfully illustrates Aspiriant’s unique ability to integrate disparate financial services to create a clear vantage point for clients to achieve their aspirations. The new identity was developed into an innovative website and comprehensive collateral system. A brand awareness campaign was also developed with announcement materials in both print and interactive that established Aspiriant as the new industry leader.