Afia Wealth
Giving wealth management a more approachable visual language without sacrificing credibility.
Afia Wealth Management wanted to connect with a younger, more digitally minded audience without losing the trust and professionalism expected from a financial-services brand. I developed a cleaner, more energetic visual direction that stepped away from the darker, conservative conventions common to the category and extended that language across print and corporate collateral. The central “Afia Apex” mark brings together ideas of navigation, direction, and reaching a financial goal, creating a recognizable symbol for the firm’s personalized approach to planning. A brighter color system and streamlined supporting applications gave the identity a contemporary personality while keeping the overall presentation structured, credible, and appropriate for client-facing financial communications.
Print Design
Corporate Brand Collateral
Greek symbol for a doorway, representing a new opening; doorway to higher wisdom.
Compass is latin for "step together"; symbolizes navigating smoothly without fear; also symbolizes balance, hope, motivation, freedom, good luck and success.
The mountain's peak represents a financial goal. Afia assists you to not only envision it, but also take steps to achieve it.
Afia will be your 'guiding light' as you navigate your finances. The guiding light is shining directly on your financial goal.
All of the lines contained within the logo are positively trending, representative of success and financial growth.