We began by developing a brand purpose that would position Sandaire as truly understanding the personal and performance considerations that come with stewarding private wealth: “Simplifying the complex nature of wealth to further its potential.” We then crafted a set of brand values—Considerate Nature, Collaborative Spirit and Decisive Approach—to guide the behavior of a business that revolves heavily around people.

To reflect a balance between new perspectives and established wisdom, we developed the brand voice as Bright, Real and Worldly, and turned to the natural resources contained in the brand name (sand and air) to design a refreshed visual system. Our design also made use of a strata metaphor to echo Sandaire’s ability to distill layers of complexity.

With a new brand that’s firmly aligned with client interests, Sandaire Investment Office is now equipped to develop communications that speak to sharp investing and solid family values.