FAE Wealth Advisors is a new name, but not a new story.
Behind FAE are two founders, Franchy and Arne, who bring decades of experience from the banking sector. Years spent advising families and entrepreneurs, understanding what truly matters when it comes to wealth, trust and long-term decisions.
Building trust from day one
From the very start, Franchy and Arne were clear about one thing: they wanted to make a flying start. Not by following the usual banking playbook, but by doing things differently, independently, thoughtfully and always in the best interest of their clients.
Starting with the foundations
Before designing anything, we started where every strong brand begins: with strategy.
During a dedicated branding workshop, we challenged Franchy and Arne with questions they had never really asked themselves before. Questions that force you to look beyond the obvious.
What if you had to showcase FAE on a billboard? What would people see and feel?
We talked about their ideal client, their values, their proposition and their long-term vision. Not just for today, but also with the future in mind. Because a strong foundation is essential when a brand evolves into a website, interior or additional services.
Only once we truly understood FAE — the people, the ambition and the philosophy behind the firm — we moved on to design.
Translating people into a brand
Franchy and Arne are calm, genuine people. Their strength lies in expertise, discretion and trust. Never in loud claims or flashy promises. That became the guiding principle for the visual identity.
We created a brand that feels refined, quiet and confident. One that doesn’t shout for attention, but earns it. Soft, tactile materials reinforce the personal and human approach FAE takes with its clients.
Dark brown became the core colour of the identity. A colour that naturally conveys class, stability and trust. It is complemented by soft, natural tones such as olive green.
The olive tree itself became an important symbol behind the brand. Not as a literal logo element, but as a source of meaning:
strongly rooted, winter-hardy, with a solid trunk,… A tree that can live for thousands of years and grow across generations. Exactly how FAE approaches wealth guidance.
FAE is ready to grow. And its visual identity is ready to grow with it.