Plutus Portfolio is a carefully refined collection of exclusive, high performance investments for high net worth individuals and is a branch of East Sussex based investment broker Avantis Wealth. Avantis Wealth required their new Plutus Portfolio brand to look premium, sophisticated and easily identifiable next to their existing clean modern brand. After discussing various approaches we decided to tackle this with a very different visual style to Avantis Wealth’s current brand. A serif font was chosen to create a traditional look, a black and gold colour palette was selected further complimented with the use of black and white photography. As ‘Plutus’ is the Greek god of wealth we decided upon an Ancient Greece theme, utilising black and white images of statues throughout gave it a strong visual appeal whilst creating a sense of intrigue. The logo’s design utilises two P’s to create a Greek style column to suggest strength and reliability. The wings were later added to create a crest style logo, to add further visual interest whilst also contrasting with the rigidity of the column to suggest freedom or indeed ‘financial freedom’.