The Ask
Establishing an Elevated, Independent Brand
After branching off from Wells Fargo FiNet to launch their independent advisory firm, Gryphon Wealth needed a brand that could stand confidently on its own. With their name already chosen—a nod to the mythological guardian of treasure—it was our job to build everything else: the identity, the visuals, the voice, and the strategy to carry them forward.
From day-one discovery to ongoing marketing solutions, Frankel helped Gryphon Wealth create a cohesive, refined brand that reflects who they are and the clients they serve.
: What We Did
- Brand Strategy & Development
- Logo Design
- Web Development
- Strategic Communications Plan
- Ongoing Marketing Collateral
Strategic Approach
Research & Discovery
Every new client goes through a research and discovery phase. Through a mix of team interviews, surveys, and one-on-one conversations, we dug into what makes Gryphon Wealth different. We explored their values, client philosophy, and internal culture. Common themes emerged and helped us define a unified brand voice and identity that the entire team could stand behind.
Brand Development
Using insights from discovery, we developed Gryphon Wealth’s verbal identity: a clear position, a few strategic words to define tone of voice, and key messaging that would resonate with high-net-worth clients and prospective partners. We then translated that into a cohesive visual identity—a modern, elevated brand look that projected strength and trust without feeling stiff or outdated.
Brand Art
Bringing the Brand to Life
Once the voice and visuals were established, we showed Gryphon Wealth how to put their brand to work across every touchpoint from client-facing to internal. That included:
- Stationery (letterheads, envelopes, business cards, folders)
- Print Collateral (brochures, ads, investor materials)
- Digital Assets (website landing pages, social graphics, presentation templates)
This not only set the tone but also created a toolkit they could choose to use in the future.
Logo Design
The gryphon symbol stood out as the heart of the brand, and we made sure it looked the part. Our design struck the right balance between mythic symbolism and modern sophistication. Less “coat of arms” and more Art Deco elegance. The refined black and desert-colored palette completed the visual strength, giving the brand gravitas without leaning too traditional.
Strategic Communications Plan
Launching a brand takes more than putting creative together and switching a website to “live.” It includes a very strategic, actionable plan covering brand launch and ongoing marketing approaches for the upcoming calendar year. We created a detailed communications strategy to support Gryphon Wealth’s launch and beyond by identifying key marketing priorities, internal education tools, and external messaging prepared for four distinct audience groups. It gave Gryphon Wealth a roadmap rather than just a brand guide to take.
Strategic Work
Business Cards
We carried the visual identity into Gryphon Wealth’s business cards, ensuring a professional, polished look that aligned with the rest of the brand experience. This small touchpoint can make a big impact as prospective clients and advisors can use it to recall Gryphon Wealth later.
Website
The website became the anchor for Gryphon Wealth’s new identity. It was built to reflect both the elevation of the firm and the client experience. It included essential features for client service, like a secure login portal, while also serving as a first impression for prospects. Everything from the navigation to the copy reinforced the new brand.
Photography
We captured clean, confident portraits to put faces to the brand. In a trust-driven industry, visual transparency goes a long way.
BrochuresFrom bond and stock investment strategies to holistic wealth management philosophies, we developed a suite of brochures that explain Gryphon’s approach in a clear, digestible way, even for clients new to complex investing topics. |
The Result
A Brand They Can Own and Grow On
Gryphon Wealth now has a fully realized brand built on research, strategy, creative, and thoughtful execution. This brand work instills confidence in where the firm is going, and gives the team a full suite of tools they can use to stand out in a competitive market. Now, when advisors meet with new clients or prospective team members, they have a brand that truly reflects who Gryphon Wealth is.
