Wellington-altus wealth management

Conference and Marketing Collateral for a Wealth Management Firm

A visual identity, tagline, and marketing collateral for a national conference.

Project
Unstoppable Momentum National Partners’ Conference 2022
Services
Art Direction , Visual Identity, Campaign Creative, Campaign Messaging
Industry
Finance
Roles
Tiffany Smith - Art Director, Graphic Designe
Other Collaborators: Don Saynor - Creative Director

Client

About Wellington-Altus

Wellington-Altus is an independent advisory that provides wealth management for high-net individuals.

Each year, the company hosts a conference full of education and future marketing insights for advisors across all firms to attend. After the pandemic years, the organizers wanted to make a big impact with the 2022 conference.

Drawing on the theme of "Unstoppable Momentum" (the title of the conference) I came up with the idea and tagline that "Momentum is made, not found" and used that concept to design the visual identity and branded marketing collateral for the conference.

The branding was applied to presentations, step-and-repeat walls, props, and swag, providing conference attendees with ways to create content and feel a sense of comradery, making the conference a success.

DELIVERABLES

Visual Identity
Print Collateral

Design process

Sussing out the competitors

The partners at Wellington-Altus wanted the visual identity of the National Partners’ Conference to look sophisticated and to leave a lasting impression. To begin, I investigated the visual language that competitors were using to brand conferences in the arenas of investment and wealth management.

Creative Exploration

Once I had a good idea of what competitors were doing and not doing in regard to the look and feel of similar conference events, I went digging for some inspiration to inform the creative direction for the National Partners’ Conference.

Tracing the constellations

After collecting visual assets, I took a bird’s eye view to search for emerging patterns in the subconscious layers and curated groups based Typography, Colour, and Visual Styles.

Elegant and Refined

Typography

Modern and Minimal

Bold and Understated

Cinematic and Muted

Colour

Cobalt and Copper

Quietly Colourful

Graphic and Linear

Visual Style

Typographic and Abstract

Organic and Dreamy

Direction 01

New Frontier

Unstoppable Momentum is that relentless ambition that pushes us through unknown terrain, across the gulf between absence and abundance, the impetus that drives us toward new frontiers.

Direction 02

Invisible Force

Unseen, yet overpowering, Unstoppable Momentum reminds us what it feels like to be alive. It's the energy that exists between the start and the destination.

Direction 03

Active Foresights

Unstoppable Momentum is the spirit that moves us to not only think ahead, but to think beyond what's possible.

Plotting the artistic direction

Using the curated visual groups as a springboard, I looked at the buckets with a more focused lens and developed three concepts to drive the creative strategy and communicate the idea of ‘Unstoppable Momentum’ that could be threaded through the campaign.

Curated elements of Type, Colour and Visual Style were pulled together to create cohesive pre-viz styleboards that reflected three distinct and sophisticated visual identities. The slogan “Momentum is made, not found” was also created as a way to weave the unstoppable momentum narrative throughout campaign messaging and collateral.

Styleboard Concept 1

Styleboard Concept 2

Styleboard Concept 1

Sticking the landing

The partners from Wellington-Altus connected most with Styleboard option 1, which was used to develop the logo and visual language across print and digital assets for the conference.