Brand Identity Development

When Josh Moullet of Moullet Wealth Management decided to merge his firm with another financial advisor in the Puget Sound area, he invited Werbicki Inc. to create his new brand identity. We started the process in search of the perfect name, and when Josh recommended Radicle and explained the meaning behind it, we were sold. In botany, a radicle is the primary root, a root that eventually grows into a fully fledged tree — the perfect metaphor for his services, and an inspirational place for us to begin our work on the logo. Using the negative space within our chosen type face, we developed a hidden leaf attached to a root, and the concept was complete. The moment when Josh discovered the hidden leaf was pure magic. From there, we developed an elegant monogram and built out the remaining elements of his identity, including a new stationery package and website.

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