Advisor Circle is a tech-enabled B2B financial media and events company aiming to become the finance industry’s leading provider of meetings, networking programs, and events. Future Proof, their signature event, has grown into the world’s largest event brand dedicated to advancing the modern finance industry. The Future Proof events are described and marketed as 'wealth festivals,' designed to 'disrupt' the finance industry. The visual identity and design aimed to emulate that of SXSW in Austin or music festivals like Coachella.

 

The founders of Advisor Circle sought a logo that could represent both the parent company and the Future Proof event brand. The Future Proof events are described and marketed as 'wealth festivals,' designed to 'disrupt' the finance industry. The visual identity and design aimed to emulate that of SXSW in Austin or music festivals like Coachella. While they were seeking a youthful and vibrant aesthetic for their brands, both needed to appeal to and secure sponsorships from more traditional financial firms. As a result, the logo designs were kept clean and modern, balancing eclectic elements in the color palette, design style, and imagery. This approach allows both brand to be flexible and selective in appealing to younger audiences. It enables the design of materials and images to be more playful and bold when appropriate, or more polished and professional when the brand aims to appear 'buttoned-up' in its communications and marketing materials.