Anchory Brand Strategy And Brand Identity Design

van Fabian Geyrhalter (FINIEN) @fgeyrhalter

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ANCHORY BRAND STRATEGY

Texas-based Peak Vantage Wealth approached us for a re-branding, looking at the financial consultancy with a fresh set of eyes with the goal of creating a brand that will differentiate in a crowded field. Through an in-person Resonaid Brand Strategy session held in Austin, a new path towards a niche audience was derived. Given a selection of current customers and the founder's athletic background, affluent and active lifestyle US-based families were singled out, with much room to grow into professional sports.

ANCHORY NAMING

ANCHORY is a trust-invoking name that communicates the brand's mission well. The word anchor describes a person that can be relied on for support, stability, or security. Since ANCHORY leads with knowledge and guidance we leaned on the word advisory. The name ANCHORY, which was a readily available .com name, quickly became a brand name embodying what the consultancy provides: specialized financial guidance you can depend on.

ANCHORY IDENTITY

The brand identity design for ANCHORY is simple yet powerful. A custom italic typeface was created to showcase forward movement and speed: a nod to the acceleration of your finances, the athletic nature of its clients, and the consultancy's future-forward mindset. The letterforms A & Y are the exact same shape, flipped to tell the story of 360° financial advice from beginning to end. A deep navy blue was chosen for its symbolism of importance, confidence, power, and authority, as well as intelligence, stability and unity.