Branding & Identity
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Brand Positioning & Identity Design

We developed the new brand positioning and identity for VELAR, a newly formed Spanish independent wealth advisory firm (Multifamily Office) whose partners bring to the company an extensive international experience and a select portfolio of clients with whom they work closely and personally. Among the objectives we set for the project: Create and shape the value proposition and positioning

– Mission, vision, values

– Differentiating attributes

– Rational and emotional benefits

– Brand Positioning Statement

– Brand personality, tone of voice


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Among the fundamentals of the value proposition, the following stand out:

  1. Watch over the patrimony of clients, accompanying them for generations, informing, educating, and guiding them for maximum control and predictability so that their financial patrimony meets their established objectives.
  2. All clients must have the power to make the best financial decisions without any conflict of interest and to enjoy the wealth they are accruing.
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