We were approached with a distinct business concept – a combination of a traditional family office and modern asset management advisory. So we started with creating a name and followed it up with a comprehensive visual style and a website.
The name Genus was chosen for its Latin meaning – family. This idea worked great with the approach of this family wealth advisory company. The fact that the word Genus linguistically hinted at genes didn’t hurt either. The logo we created for this new brand was inspired by a family tree while the visual identity worked to convey a respectable image in the eyes of future clients.