The Rebranding of Prospero Wealth

I am beyond excited to introduce the new website and brand identity for Prospero Wealth. 

Why rebrand?

In short, we think we know who we are and who we serve with more clarity than at any time in the past. People should discover us and intuit that identity quickly.

When Prospero Wealth initially formed in 2016, we had no clue about the clients we’d come to serve and the specialties we’d develop to serve them well. We grabbed a piece of clip art, selected a font, and paid a designer to lay them out and chop some images, that was it. 

As time has gone by though, we found our services trending more towards serving a tech clientele. This makes sense, given that’s where we came from too, but we want to honor and communicate that shared history more quickly. 

Career tech professionals will be joining Prospero Wealth as advisors and we owe it to them to have a unique brand that they can use to communicate with their clients. We think this brand does that. 

Can I see it?

Sure thing.

The bow of the key (the part you would hold while turning in a lock) is composed of boxes connected by lines. These are meant to symbolize connected data (you might have to squint harder to get that). They also produce a cool little negative “x” right there in the middle. We like to think of that as the multiplier as the “x”-ponential value Prospero Wealth brings to its clients.

But my favorite little bit of the key is the bit (the part that would press tumblers in the locking mechanism). That’s a little binary. A stylized 101 indicating our tech roots.

Why the key in the first place?

Honestly, that’s just me (Eric Franklin). The key has been a symbol utilized by 4 generations of auto parts store owners in my family. For them, it comes from the literal reference to autos, as well as harkening back to the story of Benjamin Franklin flying his kite in a lightning storm (incidentally, my grandfather on my mother’s side of the family owned an electric company when I was a kid) so the reference might be even more appropriate.

I am proud to pick up the key, change it for my purposes, and to carry it forward.

What now?

Honestly, we’d love for you to click over to our website and see everything working together in its full glory. That’s where it all comes together.

For clients of ours, you may have already seen us starting to work the new brand and colors into our various client facing interfaces (our client portal and financial planning tools). You will also see these changes reflected in our quarterly performance reporting and fee statements.

In closing…

We would be completely remiss if we did not shout out the folks that helped us on this project. 

For the brand and identity work, Josh Passler, AKA thefinartist, brought enthusiasm and creativity from day one. He ran a clear and tight design process and at all times honored and heightened what makes Prospero Wealth unique and special.

For the website, we give a ton of gratitude to Colton Etherton, AKA slices.design. Colton works seamlessly with Josh to express the design and brand, but also with me to ensure that I know how to update and maintain the site going forward. Colton pushed into new territory with this site, giving us a level of fit and finish I am super proud to share with the world. 

Thanks to both of those guys. If you need to discover what makes your company tick and bottle it up so that others can see it too, you need to work with these talented professionals.