TrueWealth Financial
Client
TrueWealth Financial
Category
- Brand Identity Design
- Creative Direction
- Print Design
- Web Design
- Marketing Strategy
Deliverables
Brand Collateral:
- Logo Files: High-resolution files for digital and print use, including responsive versions for various applications.
- Business package.
- Client folios and folders.
- Folded note cards and silver return address labels.
- Multi-page booklet with interactive house illustration.
- Discovery packets with inserts for educational materials.
- Modernized responsive website layout.
- Newsletter templates and strategy.
- ArtWalk sponsorship materials and partnership outreach plans.
Project Overview
True Wealth Financial, a financial services firm, of Coeur d'Alene, Idaho, sought to rebrand to reflect their shift toward educating clients with a “college-like” approach to financial management. Leveraging my Bachelor’s degree in Fine Arts and my role as Office Manager, I was entrusted with leading the rebranding campaign as Art Director. The goal was to create a cohesive visual identity that positioned the company as a trusted financial educator and attracted higher-paying clientele.
The Challenge
The company needed a modern, professional identity that communicated their expertise and educational philosophy. They wanted to:
- Shift their business model to emphasize financial education.
- Appeal to a more affluent client base.
- Create a high-touch, elegant client experience.
- Develop marketing materials that reflect their new positioning.
The Results
- Delivered a cohesive, professional brand identity that aligned with the company’s goals.
- Created elegant, high-touch materials that elevated the client experience.
- Modernized the company’s online presence, improving customer engagement.
- Successfully positioned True Wealth Financial as a community leader through ArtWalk sponsorship, attracting new clients.
Design Process
The design process for True Wealth Financial’s rebranding campaign began with a deep dive into the company’s vision and goals. I worked closely with stakeholders to understand their desire to position themselves as trusted financial educators and attract a more affluent clientele. This foundational understanding guided every step of the creative process, ensuring the final deliverables aligned with their mission and resonated with their target audience.
Research & Strategy
The rebrand began with immersive discovery. Through stakeholder workshops and competitive analysis, I uncovered a unique opportunity: while most financial firms focused on transactions, TrueWealth wanted to educate. This insight shaped our three pillars - education as the foundation, trust as the structure, and sophistication as the finishing touch. The resulting creative brief became our north star, aligning the team on transforming complex financial concepts into approachable wisdom.
Concept & Development
With strategy defined, visual exploration began. The graduation cap emerged as our central motif - not as a literal education symbol, but as a mark of earned confidence. We refined its proportions and paired it with an oval frame to create a seal-like gravitas, while keeping the overall effect welcoming rather than institutional. Stakeholder feedback helped calibrate the perfect balance between authority and approachability in every detail.
Logo Design
The final mark emerged as a perfect balance of meaning and adaptability. Seravek’s clean lines and Caslon Pro’s timeless curves spoke to modern sophistication. Our deep blue (#202c5c) became the voice of trust, while the forest green (#245027) whispered growth - a subtle nod to both financial prosperity and educational roots. The silver-embossed rendering on textured dark blue paper gave physical form to this duality - substantial enough to convey value, refined enough to attract premium clients. Every detail was crafted for versatility, ensuring the logo felt equally at home on embossed business cards and mobile screens.
Brand Collateral
With the brand identity solidified, I moved into the execution phase, creating a suite of high-end brand collateral. This included business cards, letterhead, client folios, and folded note cards, all designed to convey elegance and professionalism. I also developed an interactive educational booklet, using a house illustration to visually explain the company’s financial philosophy.
- Designed a comprehensive suite of brand collateral, including business cards, letterhead, client folios, and folded note cards. The business cards, note cards and folders are elegant with embossed silver logos on textured dark blue paper.
- Crafted a marketing strategy, including newsletter templates and ArtWalk sponsorship materials.
- Created a multipage educational booklet with an interactive house illustration to explain the company’s financial philosophy.
- Developed folded note cards for personalized client communication, complete with silver return address labels.
Final Deliverables and Strategic Implementation
Once the brand collateral was printed and ready, it was time to modernize their online presence, I designed a website layout that improved the user experience and showcased their new identity. Finally, I crafted a marketing strategy, including newsletter templates and ArtWalk sponsorship materials, to help the company reach a wider audience.
Website Design
- Designed a modern website layout to improve user experience and showcase the company’s new identity.
- Included dedicated pages for local artists featured in the Coeur d’Alene ArtWalk, driving traffic to the site.
- Crafted a newsletter strategy to engage clients between quarterly white papers.
- Positioned True Wealth Financial as a sponsor of the Coeur d’Alene ArtWalk, partnering with local artists to attract a wider audience.
- Collaborated with the Coeur d’Alene Arts & Culture Alliance and local photographers to enhance the company’s community presence.
In the Client's Words
"Amylouise's artistic ability in photography and graphic design helped our team cooperatively produce an excellent rebranding campaign—including our new logo, business system, and marketing materials that elevated our professional image.
She proactively identified sales opportunities and spearheaded our ArtWalk involvement, managing artist collaborations and virtual/in-person presentations to expand our community presence.
I give her my highest recommendation."
TrueWealth Financial
– Steve, Owner
– Steve, Owner
Need a sophisticated brand identity that builds trust and educates your clients?
Let's collaborate to craft a visual story that elevates your services.