Choreo is an CPA-aligned, wealth advisory and estate planning team of registered investment advisors dedicated to aligning all aspects of their client’s financial life to their personal, family and business goals.

Our task was to define a new brand narrative, create a new name for the firm, and design a fresh and dynamic visual identity system. The name Choreo was derived from the word choreography, suggesting the expertise and rigor that goes into being in lockstep with their client’s financial goals and aspirations. The logo uses a simple typographic bridge between the letterforms, supporting Choreo’s brand purpose — enabling success by partnering closely with our clients and each other; seamlessly connecting all aspects of our client’s financial life. Connoting a sense of stability, wisdom and energy, different hues of purple are used in conjunction with continuous line drawings that trace the context of clients’ lives without the use of typical stock photos of retired couples walking on the beach that commonly used. This visual concept suggests a living continuum of experience and expertise that leads to and brings focus to what really matters: the client’s future and goals. The new day one, “announcement” website brings to life all of the brand elements — the brand purpose, purple-infused color palette, typography, expansive horizon-scape imagery and animated, single-line drawings, all to convey a more outcome-focused and unique wealth management brand.

In order to meet “day one, deal announcements” and a compressed timeline, our process needed to get creative in how we solved for brand story, name development, visual identity and user requirements for the website, all moving in parallel.

The key was to focus on core brand strengths and aspirations and developing design and visual drivers that allowed our strategy, creative and technology teams to work seamlessly towards the right brand outcome.

The visual identity system (logo and look-and-feel) was applied across marketing and sales touch points, including an engaging new digital presence.

Working closely across Sequel practice areas and in lock step with the client’s senior leadership, the new Choreo brand launched with great fanfare and positive reception from both industry and business media. The successful launch put a stake in the ground towards the promise of a new brand focused on delivering the highest level of personalized, wealth and CPA-aligned advisory services to individuals and families.