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Frattallone Wealth Partners

A complete brand evolution for a firm on the rise

Golden calligraphic letter F mounted on a light gray wall. Soft shadows of leaves are cast over the textured wall, adding a natural element to the minimalist design.
Client –

Frattallone Wealth Partners

Design services provided –

Visual Identity
Print
Packaging

Deliverables –

Logo
Visual Identity Guidelines
Brochure
Mailer Box

Crafting a boutique brand for distinguised clientele

Formerly known as Frattallone Wealth Management Group, the firm operated as an independent group under Ameriprise Financial. As they grew, they saw an opportunity to establish a distinct identity that better reflected their boutique-level service and expertise. To elevate their brand and attract the high-net-worth clientele they serve, they made the decision to rebrand as Frattallone Wealth Partners. With this transformation came the need for a new visual identity—one that would symbolize their comprehensive approach and set them apart in the competitive financial landscape.

1st round - rough mockups

A sketchbook page featuring different hand drawings of the letter F in various fonts and styles. A pencil rests diagonally across the page.

2nd round - refined concepts

Five stylized letter F logos in various ornate fonts are displayed on a plain background. Each F has unique embellishments, showcasing different typographic styles.

3rd round - finalized logo

Logo for Frattallone Wealth Partners in three variations. The design features an elegant calligraphic F with the company name below it. The colors are gold on black, gold on white, and black on gold backgrounds.

An identity that inspires trust

The new visual identity confidently embodies the trust and bespoke service that define their client experience. At its core, the emblem is an elegant, minimalist monogram. The flowing curves of the calligraphic "F" symbolize richness, flexibility, and the freedom that comes with their guidance—reinforcing a promise of prosperity. Meanwhile, the seamless connectivity of the letters in the wordmark reflects their unwavering support and commitment to those they serve.

Brand guidelines

A layout featuring various pages from Frattallone Wealth Partners brand guidelines. Pages include logo lockups, color, typography, patterns, and conceptual brand mockups.

Color palette

Pattern

A color palette with three rows for gold, charcoal grey, and white. Each row includes RGB values, CMYK values, and hex codes.
A seamless pattern derived from the letter mark featuring elegant, interwoven swirls and loops in a dark gray, flowing across a charcoal background. The design creates a sophisticated and classic appearance, perfect for backgrounds or wallpapers.

Folder

Business card

Elegant closeup of a folder featuring a gold foil logo with a stylized F and the text Frattallone Wealth Partners embossed on a heavy weight paper.
A layout of the front and back of a business card are mocked up on a gold background. The top card is charcoal grey with the logo in gold foil, while the bottom card is white, with the letter mark and contact details printed in gold.

Brochure

Rendering of the inside spread of an unfolded square cross brochure. Panels features names, credentials, and photos of Frattallone representatives. The layout features a sleek, modern design with a grey and gold color scheme.

Front cover

1st fold

The front cover of the brochure displays the Frattallone Wealth Partners logo in gold on a dark grey background. Text below reads, Over 100 years of combined experience.
Inside spread illustrates the first unfolding of the brochure to reveal the a company member, highlighting her experience and also features a quote.

2nd fold

3rd fold

Inside spread illustrates the second unfolding of the brochure to reveal another company member, highlighting her experience which also features a quote.
Inside spread illustrates the third unfolding of the brochure to reveal another company member, highlighting her experience which also features a quote.

4th fold

Back cover

Inside spread illustrates the fourth and last unfolding of the brochure to reveal a panel featuring two more company members, while the center panel highlights client ratings.
The back cover features a group photo of all the members standing and smiling. They are well-dressed in business attire. The logo and contact details for Frattallone Wealth Partners are displayed above them on a gray and gold background.

Mailer box

A luxurious box featuring the dark grey branded pattern on the background with a gold label on top that highlights Special Delivery From with the logo beneath it. The side panel mentions Powered by Ameriprise Financial.

Outside mailer box carton

Inside mailer box carton

A flat, unfolded package with a dark grey and gold color scheme demonstrates the outside design of the mailing box carton. It features a repeated cursive F pattern and the text Frattallone Wealth Partners and Since 1984.
Unfolded packaging represents the inside design of the mailing box carton, featuring the lettermark prominently against a gold background as a design element, with a slogan below it that reads: Securing your wealth, shaping your tomorrow. The Frattallone logo is displayed below.
Layout features a realistic rendering of the top of the branded mailing box against a gold background.
Layout showcases a isometric, close-up rendering of the mailing box, highlighting the craftsmanship and elegant details.
Rendering of the opened mailing box displays two branded Frattallone travel mugs with a bag of Starbucks coffee is centered in between, surrounded by white paper filler.
Close-up of two insulated Frattallone travel mugs, one in white the other in charcoal grey. Both mugs elegantly display the etched Frattallone logo.
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Let’s work together

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Let’s work together

Tell me about your project. Let’s collaborate and make it a success.
jc@cooleydesigns.com

(248) 342-4259