Creating an identity to match

Disenchanted by the bottom-line, client-second approach of old-guard financial advisors, several years ago the founders of Astera Financial Group walked away from careers with an industry leader to start their own company. They assembled a team of the best in estate planning, insurance, 401K and alternative investments, bringing this group together around the idea of providing extraordinary client service and being different in a predictable, crowded market.

Riley Weiss interviewed Astera’s staff and witnessed authentic passion for their work and clients. They aren’t just a financial management company—they see themselves as a life resource for their clients—as trusted advisors and friends. After interviewing some of the firm’s clients, our team began working to close the gap between the company’s and the clients’ perceptions of the brand. 

Our creative concepts were inspired by the staff’s established philosophy—a balanced approach to life and business. We renamed the firm—previously Veritas Wealth Advisors—Astera, inspired by the Latin name of the starfish, evoking the networked, regenerative quality of sound finances. Our logo design process included hand-crafted wood cutting, resulting in a distinctive style that extended to their website, business system and collateral. From the start, Astera trusted us to take them to a unique but appropriate place, and that trust produced extraordinary results.