Vise is a platform that helps financial advisors deliver hyper-personalized index funds to investors at scale. In 2021, they approached San Francisco-based agency Gold Front with a problem. While Vise had both a vision for an entirely new way of investing and an innovative platform to back it up, the market didnt yet have a name for what they offered, and their current brand didnt live up to the promise of their product. Gold Front started by writing a category POV positioning them as the leaders of a whole new category: Precision Wealth Management.

Building off the category idea, Gold Front used precision as a guiding principle in the brands design. The Vise logo mark is an abstracted V, with the left side symbolizing the platforms accuracy, and the right symbolizing the advisors who use Vise every day. As a whole, the mark represents how advisors leverage Vise to create precise outcomes for their investors. This idea of precision can be seen in every facet of the brandfrom the perfectly-set typefaces, to the detailed line work, to the sharpness of the 3D illustrations.

by: Josh Lowman (Chief Creative Officer); Larry Johnson (Executive Strategy Director); Pete Chargin (Strategy Director); Ellie Strube (Creative Strategist); Dyana Wing-So (Creative Strategist); Emily Yurko (Executive Creative Director); Weldon Pless (Creative Director); Francisco Andriani (Creative Director); Clara Fernandez (Art Director); Patrick Haadsma (Associate Creative Director); Gustavo Rodas (Designer); Tyrell Cerveny(Jr. Designer); Jacqui Newmark (UX Designer); Alex Romero (Account Director); Tyler Blomstrom-Moore (Creative Producer); Braden Young (Project Coordinator); Bruno Perisco (Illustrator)