WELF Brand
Brand Identity and Strategy
BRAND
SCOPE
Creative Direction and Verbal Strategy. Identity system, from concept to guidelines. Creative Direction: Karen Avila. Design: Youssef Aftimos. 2024
The Brief
Welfare Group was preparing to launch a wealth advisory brand for high and ultra-high-net-worth clients in Dubai. The identity had to earn trust from an audience that compares everything to private banks, while staying distinct enough to be remembered.
The Idea
Wealth brands tend to borrow their credibility from the same place: navy, serif, marble. We built WELF's credibility from precision instead. Alongside the visual identity, I named the WELF Spectrum, the firm's client approach. The name comes from a simple insight: no two clients sit at the same point across their wealth, estate, liquidity and family needs, so the firm's approach couldn't point in a single direction.
The Craft
The Outcome
The identity has carried the brand since launch, across every touchpoint from the website to client documents, and stretched to cover new products and services without redesign.
