To bring clarity and consistency to the brand, we dove into the existing IWT brand architecture to parse out the differences between branches, unearth the brand’s essence, and hone in on the right messaging. Through this work, we discovered that IWT’s essence is an expansion of Sethi’s personal brand, promoting a larger vision of self-actualization and optimism. In his role, Sethi functions as the hero of the IWT brand, but the brand itself holds a distinct voice, position, and story pillars.

Because the brand grew out of Sethi’s work, we wanted to tap into his humanity and infuse the IWT visual identity with a sense of groundedness. Essentially, we wanted to avoid anything that felt like a traditional, stiff financial brand. This was achieved through simple touches like an organic color palette, a handwritten wordmark, and clean typography. Knowing social media is a core channel for the brand, we also designed the identity to be user-proof and flexible across channels.

With clarity around their brand architecture and a fresh, distinct visual identity, IWT is now ready to tell a strong story as it grows into new markets and product offerings.