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Does your existing brand feel current? Does it connect with your audience?


Featuring Sendero Wealth Management


Setting The Foundation

When it comes to updating branding, sometimes you have to start from scratch.... literally! Sendero Wealth Management reached out to us to get an all new look for their brand that resonated with their history, values, services, audiences, plans for the future, culture, and the company as a whole.

We began the conceptualization of the logo with a selection of organic sketches. As we worked with the Sendero team to bring their vision to life, they quickly gravitated to a classic, yet modern monogram style that speaks to the stability and security of their company.

The selected logo served as the foundation for the creation of additional icons to represent the company’s new business lines. Together, this new suite of logos offers consistency across the company’s services, while allowing each to stand alone.


Sendero's Values

Along with the logo we assisted in the development of the tagline to encompass the company's founding principles. The tagline Trusted. Independent. Guidance. was developed to further reflect the company’s unwavering commitment to those principles.

By creating a logo and tagline that resonates with all parts of the Sendero company, including a strong representation of their branches and the Sendero values; we were able to take their brand to the next level!


Functional & Flexible

Clean edged geometric shapes and neutral shades with a splash of color gave this new logo a modern look that exceeded the expectations of Sendero's needs. The logo is not only functional but intentionally has the flexibility to be applied into any marketing and advertising needs that may come up.

Collateral design

  • Stationary

  • Business cards

  • Digital and printed booklets

  • Notepads

  • Social media graphics

A rebrand can be a massive undertaking. We’re fortunate the CE Group understands the importance of preserving a brand’s reputation. They were meticulous with the care they took to ensure each detail was addressed. We are so happy with the final design. Jenifer Brown Vice President, Strategic Partnerships

Brand application

To support the brand rollout, our team created new business stationery including letterheads, envelopes, and business cards and supported the design of a new marketing brochure, and collateral. We also drafted messaging for stakeholders including Sendero employees, clients, and prospective clients.

The development of Sendero's rebrand was a great opportunity. It's always fun to get into the history of a brand and understand where they came from and where they are going. What we built is a strong and flexible brand system that will serve them for years to come. Shane Kyle Designer


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