Esencia Wealth

A brand that is with its customers…for life

The Brief

Develop a single unified brand for a newly merged financial services company.

Financial services company Advise Wise came to Fuller in 2023 with a challenge – how to develop a new overarching brand that would capture the combined strengths, expertise, and market presence of four companies participating in a merger. While the goal was to establish the new brand as a leader in the financial planning industry, it was imperative to carry forward the values and purpose of the four entities – Advise Wise, Sovereign Wealth Partners, Insight Private Wealth and a new acquisition.

Services Provided

Brand Research & Consumer Insights, Brand Strategy & Identity, Website

From the beginning, the project was about creating something much deeper than a new name and a logo. The DNA of the four previous businesses had to be carried forward into the new entity. Our deep dive Discovery process identified the competitive strengths that each business brought to the merger as well as their deeply held values.

After a revealing collaborative process, which included one on one interviews and stakeholder workshops, we arrived at a series of critical brand foundations centred around helping clients make smarter, stronger, life-changing decisions with their money.

The focus on the human side of wealth generation led to messaging and a brand story that focussed on changing people’s lives for the better.

“We understand that true financial success isn’t about short term gains – it’s about making smarter, more strategic and sustainable financial decisions, to enable our clients to focus on living the life they desire.”

A unique new brand name was developed by Fuller – Esencia is Spanish for “essence” – reflecting the firm’s deep commitment to getting to the heart, or the very essence, of their clients’ life goals, with quality advice as a key component in achieving outcomes.

This is reinforced in the tagline: Esencia Wealth: Financial Advice for Life

Photographer credit: Nick Gascoine

The Esencia logomark, shaped like a leaf, symbolises life, growth, and nurturing, with a spark at its core representing an essence, curiosity, and new beginnings. The mint colour suggests freshness and openness, while the warm dark blue conveys trust and professionalism. Imagery captures movement and dynamic moments in clients’ lives, evoking freedom, possibility, and energy.

Based on the insights gathered through the brand process, we designed a new website for Esencia. The user experience foundations were structured around showcasing the Esencia brand offering, and guiding users with varying priorities and levels of financial expertise through discovering specific services, understanding what to expect and, ultimately, requesting a discovery call.

“From the beginning, Fuller took the time to deeply understand our values and objectives, providing the patience and guidance we needed to build a single brand that resonated with the clients, the team and the principals of four distinct merging businesses.

Their insights have been invaluable, and they consistently demonstrated professionalism, ensuring every aspect of our brand aligned with our mission to positively change our clients’ lives.

This collaboration has been an engaging experience, and we couldn’t have asked for a better outcome.

Fuller has truly brought our vision to life, elevating our brand to new heights.”

 

Matthew Fenning

CEO – Esencia Wealth