New life to a legacy

Created by California Investment Trust as a management arm for the Greater China Fund, Shelton Capital Management has emerged as the flagship brand of the parent company founded in 1985 by Dick Shelton.

In preparation for the transition from an advisory entity to a full-fledged capital management firm, Shelton approached Riley Weiss to create a brand that would reflect its sophistication, range of capabilities and honor its heritage. The firm's progenitor, Dick Shelton, left a legacy of high-touch, quality service, straight speech and accessibility. Riley Weiss was tasked with capturing this spirit throughout the brand's visual elements.

The logo's filigreed styling and the green color palette evokes Shelton's Irish heritage. We photographed Dick Shelton's favorite spots in old-town San Francisco and implemented a modern and approachable visual system across two iterations of website design, as well as fund sheets, business system and other collateral.

Shelton Capital Management is not a new company, but a new name for a veteran firm growing through global ventures.