Caplo Rebrand | portfolio

A finance firm's rebrand to better target Entreprenuers and Baby Boomers.

Overview/Brief

I had to redesign Caplo Advisory's brand strategy and design to better target the business owner's ideal client.

Outcome

Caplo Advisory’s new brand was updated to be more professional, modern, and cool. The visual identity was revamped with new fonts, colors, and icons to create a cohesive look on all branding materials. Needing to address a more serious, professional audience while still appealing to a broader group, Caplo Advisory approached me to help polish their new identity system.

Problem

Caplo Advisory’s old brand was targeting an audience that didn’t align with the company’s current business goals.

SKILLS

Brand Strategy
Brand Design
Graphic Design
Photoshop/Illustrator

Role

Management Lead
Brand Designer
Graphic Designer

Establishing Brand Strategy

We want to offer an elevated yet approachable feel. The design and tone should reflect a sense of expertise and aspiration, where the brand is highly knowledgeable and clients feel they are part of something ambitious and forward-thinking. It should feel prestigious, but remain welcoming, making clients feel empowered and motivated to achieve their financial goals with confidence.

Our first step in rebranding was establishing value keywords that lead our design theory for caplo advisory. Then establish our baseline position, mission, and value statements.

Creating User Personas

I created two user personas cultivated from our creative team's research. The research data came from our business client surveys and national data reports. Finally, we utilized Chat-GPT to help find patterns in the market's problems and needs to create these personas.

These two users have distinct needs and issues they would like to address. The most important factor is making financial planning feel easy to do with us. Our clients are usually entrepreneurs or retirees who don't feel like they have the time to tackle their finances alone. Our brand had to be modern yet accessible to an older generation.

Design Process

Needing to address both client's needs, I established a distinct visual language that can speak to each audience that still fell within the overarching brand.

After I completed the majority of their branding strategy and direction, I began designing Caplo Advisory's visual brand. They were given several moodboard mockups and logo drafts to eventually decide that they wanted to incorporate the three pillars from their old logo into the new logo.

I created the Caplo Pyramid Icon to push the company motto "PLAN. GROW. LIVE." A stable and powerful shape built on three ideas.

Design

I drew inspiration from luxury and finance brands like Rolex and Wealthsimple to guide the brand’s visual direction. I aimed for clean and simple fonts, colors, and icons that conveyed a sense of wealth and youth. Additionally, the imagery and graphics were carefully chosen to reflect Caplo Advisory’s target audience, ensuring the brand’s visual language resonates with their expectations.

Brand Deliverables

Project deliverables included font licensing, logo redesign, brand printed materials, iconography system, social media graphics, website redesign, and branding guidelines for teams to be able to apply new designs in practice.