Following the merger of two formidable investment firms, SandAire and Lord North Street, wealth management company Sandaire Investment Office needed to develop a unified brand positioning that would help it break away from industry conventions, and modernize without compromising tradition. The company also wanted to maintain the essence of family, a long-standing core value.
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. “We have been delighted with Siegel+Gale’s work on our rebranding project,” said Alexandra Altinger, CEO of Sandaire Investment Office. “Their understanding of our challenge of bringing two brands together…meant that the brand platform and visual identity developed has become a true reflection of who Sandaire Investment Office is today, without losing sight of our family values and of the core heritage of both SandAire and Lord North Street.”