The directive for this identity creation was the consideration of the internal and external brand perceptions paired with the brand name, which resulted in a thought-provoking question supporting the value of their business: What is the meaning of money?

Money serves most of society as a medium of exchange, a unit of account, and a store of value. An article of trade or commerce, measured immediately and numerically; the tangible. Sometimes suggested as the measurement of success, security, happiness, and peace of mind; the intangible. But the value of commodities and level of contentment won’t mean the same to all. These are fundamentally flawed views of money. What if money could deliver greater value beyond the tangible and intangible? Through time. Although its value is the variable, time itself is the same for everyone. It becomes a more sound judge of value in alignment with the ‘growth’ of money. Money that should be applied to compound and prosper so that it works for us, returning value in exchange for ingenuity. But in order to keep its growth perpetual, acceleration and strategy is required so it evolves exponentially. Because the cost of not growing is financial regression and a flatlining of newfound prosperity. Money is forever eroding without the pursuit of growth. A reversal of fortune. The value of time is trust in technical excellence. The true value of money is in perpetual growth.

Auctus Strategy required a bespoke identity through an exploration of designs that evolves with their growth and the fundamental nature of their way of thinking about money; through time. The conglomerate of logos act as flexible vessels through the evolution of cultural creation, pluralism and the lifetime of the brand identity. The logo operates in multiple states, whereby each includes both aesthetically pleasing solid and wire options that will stand the test of time. The brand now represents financial prosperity through the understanding of time, money and the value of growth.

“Sarah diligently worked with our external customers and internal team to help us understand our current brand and navigate to a more coherent brand vision. Sarah demonstrated a keen eye for detail and deep analysis of our brand values and brought them to the forefront. I can say she helped us more effectively understand ourselves, our team and our firm.” – Adnan Sibai, Principal Advisor