Caldwell Sutter Capital  |  Brand Strategy and Branding

When I started working with Caldwell Sutter Capital, the firm was going through a name change, a generational shift of leadership from father to son, and the acquisition of team members from another firm. Therefore the brand needed to reflect numerous entities coming together to create a new firm with a rooted history. 

I started the process by collaborating with Joe Helmer and his team on their brand strategy in order to identify the following, with clarity: Their positioning statement, vision and mission, their brand adjectives and finally, the firm’s new tagline. It was only then that we began the process of logo development. After exploring numerous solutions, we created a logo that we could all be proud of.

Since I consider the company's value proposition to be the most challenging part of brand development, this is the one that I crafted for them.

Caldwell Sutter Capital manages customized client financial assets by investing in niche
opportunities that strategically align with value-investing practices. By collaborating with
clients to understand their investment strategies, the firm maximizes efficiencies to
enhance risk adjusted returns.
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