A Gem of a Rebrand

Emerald Associates

Graphic Design | Branding

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When Garth Thompson Wealth Management expanded to become a senior partner practice of St. James’s Place Wealth Management, they took the opportunity to re-brand with a new trading name - and we took that opportunity to build a brand worthy of the Emerald title.

Clear Cut Rebranding

With the name Emerald Associates, chosen due to the similarities between the gemstone and the firm’s core values, the new brand needed to reflect this symbol of growth, clarity, and wealth. It needed to be modern, approachable and attractive toward young investors whilst still being a family orientated financial service with more than a little personal touch, supplying friendly advice on financial growth.

To reflect everything that Emerald needed to represent, the logo had to capture the new brand at its core. The new design was split between the two elements, wealth and growth, with the final logo mirroring both. Forming the outline of a gemstone, the design brought together a vibrant, blue-green emerald with a rich leaf to form the main icon of the firm. The ‘Lapide’ as it’s now known - from the Latin word for gemstone - is underlaid with the brand name using a clean, sans-serif typeface to reflect the modern image. The new brand was ready to go, and we even learnt a little Latin in the process.

To reflect everything that Emerald needed to represent, the logo had to capture the new brand at its core. The new design was split between the two elements, wealth and growth, with the final logo mirroring both. Forming the outline of a gemstone, the design brought together a vibrant, blue-green emerald with a rich leaf to form the main icon of the firm. The ‘Lapide’ as it’s now known - from the Latin word for gemstone - is underlaid with the brand name using a clean, sans-serif typeface to reflect the modern image. The new brand was ready to go, and we even learnt a little Latin in the process.

Supporting branding assets, colour palettes and a fresh new brochure design to showcase the brilliant new identity were produced along with motion graphics and a suite of social media assets, ready to be deployed at Emerald Associates’ disposal.

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