I recently developed a new brand identity for Lexon Wealth, creating a visual direction designed to reflect the company’s approach to wealth management.
Lexon Wealth operates in a specialist area of financial planning, providing independent, institutional-grade financial planning and wealth management for significant settlements. Its approach is focused on bringing together investment strategy, legal safeguarding and specialist insurance, with an emphasis on long-term security and clear, transparent support.
For the identity, the aim was to translate those qualities into a visual language that felt confident and considered without becoming overly complicated.
A confident, considered identity
The direction focused on stripping things back and creating a strong sense of clarity and balance.
The monogram provides a distinctive focal point within the identity, giving Lexon Wealth a recognisable graphic element that can work across different applications. Supporting typography and visual elements were then developed to create a consistent and refined overall look.
The intention was never to add design for the sake of it. Each element needed to have a purpose and work together as part of a cohesive identity.
Simple, but considered
For a business operating in a complex area of wealth management, clarity is particularly important.
The identity therefore needed to feel professional and established, while still being approachable and contemporary. Rather than relying on visual complexity, the design uses simplicity, proportion and consistency to create a confident presence.
The result is an identity that feels understated but distinctive, giving Lexon Wealth a visual foundation that can work consistently across its communications.
Here’s a look at some of the creative developed as part of the Lexon Wealth identity.
