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. Incorporating the values and culture of various stakeholders to create a new entity meant that the brand needed to reflect a vision of something new, while honoring the history and tradition of
the firm.

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 reflected the newest incarnation of the firm’s services and culture.
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