CST Tax Advisors approached me about completely rebranding their business from scratch. Having just bought a few offices and expand their operation, they were looking to elevate their brand, name and look across the entire business.
The business provides tax, legal and investment services to the ultra wealthy and family offices who trade internationally and have a net value of over $2B.
The challenge from the start was to create a brand which had a luxurious old-word appeal with a shiny new aesthetic.
Their ultra-wealthy clientele are a discerning audience, and we needed to keep this in mind across every touchpoint of the exercise.
NAMING THE BRAND: THE SILK ROAD
Looking through history, we hunted down key figures, clans, tribes and empires that created, pioneered and explored the SILK ROAD.
The silk road was the first network of trade routes both land and sea that connected world for the first time. Named for it’s first key product, silk was the very first (non-currency) way of representing wealth and was the catalyst of all international trade.
The trade routes were pioneered by many different cultures, and explored and traveled by some of history’s biggest players, protecting the wealth of empires, and securing safe passage for the worlds assets.
Trade was a way to become wealthy without being a king or lord who took part of what your citizens produce, and thus the silk road brought the world together to trade, create and manage wealth.
NAMING THE BRAND: THE ASENA CLAN
In the mid 6th century, a prominent clan came to power along the silk road route. The Asenas.
The Asena clan counted themselves as protectors of the wealth and trade that moved along the silk road. They would ensure safe passage of goods and commerce along one of the most treacherous stretches of the road.
They were ruthless in their task, and became infamous guards of wealth and lethal warriors.
We are so named Asena, after the clan and their veracity and focus on being protectors of wealth, and experts in moving it across the globe.
Upon deciding on the new name and brand story we dove into exploration for the logotype and typography styles to inform the rest of the brand aesthetic. A clean, concise font with a certain elegance is what we coveted and went searching for something a little more sleek than traditional serifs, and explored a few sans-serif options as well.
ANATOMY OF A LOGO: THE ASENA CLAN
Our logo-mark is built of several elements of the company’s values and mission.
1. The silk worms - represented by the wavy lines, give homage to the silk road itself as well as the creatures that create the silk - the worlds first valuable commercial asset and the reason the road exists and is named so.
2. The interlocking circles keeping the valuables safe, locked in and also signifies the global nature of our business.
3. The mark is similar to that of the original clan flag and mark.
ANATOMY OF COLOUR: SLEEK & LUXURIOUS
Our colour selection and palette are rooted in history and have a classic elegance to them, whilst being applied to new, printed and digital mediums. We used Gold foil across the stationary, always with a texture and elegant hand-feel to everything printed.
For the digital entities, the navy & gold play up front whilst the black and burgundy are used as accents where needed.