TrueNorth Wealth & Impact Branding

About Project

The Client Situation
After more than a decade serving clients together within the Wells Fargo network, Bryan Vowels and Troy Stovern made the decision to step out on their own as an independent RIA firm. They didn't just want to manage wealth, they wanted to help clients live more purposeful lives beyond the bottom line. They came to Frankel without a name, without a brand, and with a launch deadline on the horizon.
The Challenge
The financial advisory industry runs on regulated, conservative messaging, compliance-driven language, and brands that are nearly impossible to differentiate. The challenge was to craft an identity that could speak to the table stakes of wealth management while carving out a distinct, ownable position around purpose-driven financial planning. And it all had to start with a name.
Our Approach
We began with deep discovery conversations to find the essence of who this firm truly wanted to be for its clients. They described themselves as guides that help people navigate challenges, find their direction, and build lives aligned with their values. The metaphor of a "true north,” the fixed point that has guided travelers throughout human history became both the brand concept and the name: TrueNorth Wealth & Impact.
The name does dual work. "Wealth" speaks to the services. "Impact" signals the firm's broader commitment to helping clients live with purpose and to their role in the community.
From that foundation, we developed the full verbal identity: a brand position ("A future built with purpose"), messaging pillars, a defined tone of voice that was warm and jargon-free, and audience-specific messaging. The visual identity was built around a star, the navigational symbol at the heart of the TrueNorth concept, paired with a rich, calming palette of earth tones that conveyed stability and possibility.
What We Delivered
Brand naming, logo design and full identity system (primary, abbreviated, and icon variations), verbal identity and messaging architecture, a complete launch collateral suite (business cards, notecards, announcement cards, branded journal, flipbook, presentation templates, grand opening invitation, promotional materials), website design and development at findtruenorth.com, and full grand opening event materials.
The Result
TrueNorth launched to clients and the market with a brand as distinctive as their approach. The firm now occupies a clear, differentiated position in a crowded category and has a complete toolkit of assets to carry that position forward as they grow.