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brand strategy, visual identity, creative direction
b/side partners serves families with complex financial portfolios with a unique perspective. The name itself, b/side, became the foundation: a nod to the other side of legacy — the emotional, relational, and generational dimensions that often go unspoken in financial services.
The brand’s visual language is refined, warm, and modern. The slash in the logo is a symbolic anchor representing choice, duality, and balance. A muted, luxurious color palette evokes trust and timelessness, while typography conveys classical, clarity, and confidence.
The result is elegant, human, and quietly powerful — in alignment with the work b/side does for their customers. It honors legacy while embracing evolution.
