A Fresh Approach to Capital
Frais Capital has a fresh approach to wealth management. They have a philosophy of generosity and transparency, sharing knowledge and insight to create opportunity & freedom for their investors. The rigour and insight they apply to their work is measured, thoughtful and open, not shrouded in secrecy like most other wealth consultancies. We have launched the new brand to embody the philosophy of the founder and their personal, transparent approach to doing business and advising their clients.
The Wealth Management sector is a highly competitive one and challenging to create a new way of presenting this expertise in this space. Frais is a wealth management business, providing personalised investment services and strategic advice to clients to design highly personalised, investment solutions. Their key competitor’s brands are predominantly black, navy and blue. These brands follow a traditional aesthetic that remains conservative across the board. Frais needed to stand out but in a quiet, confident and meaningful way that reflects not only their values, personality, and style, but importantly resonates with their client base – non-profits, institutions, families, and individuals.
The name Frais is personal to the founder and means fresh and cool. This set the scene to go against the tide and do something different in this space. The Frais Capital Icon is a simple linear mark, interlinked as one, to represent the close partnerships they form with their clients and the knowledge and insights they openly share. The scale can change dramatically and gives us the lightness and breadth to work across internal presentations, documents, and communications with a calm, confident and chic aesthetic. Our colour palette of beige, white and metallic grey is in keeping with their carefully curated and beautifully minimalist offices that embody their welcoming, open and generous style.