Green
Orbit
A complete brand overhaul for a next-generation asset management firm — transforming a legacy financial institution into a visionary, design-forward identity that commands trust and inspires confidence.
A complete brand overhaul for a next-generation asset management firm — transforming a legacy financial institution into a visionary, design-forward identity that commands trust and inspires confidence.
Final logo lockup and primary identity mark — Aether Capital Brand System 2024
Aether Capital had been operating with an identity built in 2009 — a time when financial brands communicated trust through conservative blue palettes and serif typography alone. As the firm pivoted to serve the next generation of high-net-worth investors, their visual language had become a liability rather than an asset.
The brief was unambiguous: reposition Aether as forward-thinking and visionary without sacrificing the gravitas and credibility that their existing client base had built trust around.
Rather than a complete break from the past, the strategy was surgical refinement. We extracted what earned trust in the original identity — geometric precision, considered restraint — and rebuilt around it with contemporary craft.
The result is a system that feels inevitable: as if this is exactly who Aether always was, simply finally given the visual language to say it clearly.
Business card system (light & dark variants) and letterhead — printed collateral suite
Competitor landscape analysis, stakeholder interviews, and a full audit of the existing identity's equity and liabilities.
Brand archetype definition, value proposition clarity, and a verbal identity framework that guided every visual decision.
Logo exploration across 40+ directions, refined to three routes, selected and refined into the final mark and wordmark system.
Full design system documentation — color, type, spacing, motion, iconography, and usage guidelines for internal teams.
Logo system — mark scale hierarchy and dark/light wordmark variants
Precision-crafted investment strategies built for the discerning, the ambitious, and those who understand that exceptional returns require exceptional thinking.
Application suite — app icon, envelope system, and motion identity guidelines
Elara didn't just design our brand — she defined our company's entire visual future. The identity she created has become our most powerful business asset. Every piece, from business cards to the digital system, communicates exactly who we are becoming.