Challenge / Two sizable wealth management firms merged to form the largest independent firm in the country. While they had a new name, Aspiriant, the merged entity needed a fresh brand identity that evoked the energetic personality of this aspiring new financial company.

Strategy / Beginning with a comprehensive audit of the two prior companies and interviews with 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 has been developed into an innovative web site and comprehensive collateral system. A brand awareness campaign was launched across print and interactive, building on the publicity of the merger and establishing Aspiriant as the new industry leader.

Results / The Aspiriant name and brand identity was very well received after its external launch in May 2008. The company was listed on Forbes.com as one of the fastest growing registered investment advisor companies.