Sequoia Financial Group felt like a mass-market, wealth management firm. But they had unmatched expertise in serving larger family wealth clients. This had become a focus and major differentiator. The rebrand strategy was to feel more familial, personal, and wealthier.
A more ownable and storied logo mark and a full visual identity system were developed. These elements extended to marketing materials and the website design. The overall tone shifted to warmer, deeper, darker, more sophisticated, and... richer. The new identity has helped Sequoia to seamlessly reposition itself in the market.
