Strath
Mapping a new landscape for modern finances.
Back →Categories: Brand strategy, Logo design, Visual identity, Verbal identity, Brand guidelines, Web design
Year: 2024
Strath arrived with a digital heartbeat and a challenge: to bridge the gap between youthful innovation and the heavyweight authority required to manage wealth. The brand partnered with Simētrica Studio to define its very own territory.
In an industry dominated by dusty ledgers and legacy firms, Strath arrived with a clear advantage: it is a brand run by digital natives for digital natives. With a "user-first" philosophy, they utilize technology to offer radical transparency, using data not just to calculate taxes, but to foster genuine interpersonal connections.
However, innovation in finance faces a unique hurdle: the perception of risk. While their service was top-tier—simple, relatable, and human—potential clients were hesitant to trust their assets to a brand that looked "too new." The goal was clear: engineer an identity that could project the formality of an established firm while showcasing the fresh, trustworthy team behind the screen.
To solve this, we looked at the origin of the name itself. "Strath"—derived from the Scots word for a broad river valley—and the company's roots in the Texas Valley became the blueprint for the brand's world-building.
We stepped away from the claustrophobia of spreadsheets and looked to the horizon. Just as a valley offers fertile ground for cultivation, Strath provides the open space necessary for financial development.
We positioned their advice not as a rigid set of rules, but as a landscape for opportunities—offering clear, comprehensive guidance that opens up room for prosperity.
This geographical inspiration translates directly into the visual system. The logo’s "S" monogram mimics the fluid curves and soft elevations of a rolling landscape, offering a serene, structured counterpoint to the chaos of the market.
For the color palette, we rejected the cold, corporate blues typical of the sector. Instead, we captured the specific optimism of a Texas sunrise. Using a vibrant, digital-native violet gradient , the palette evokes a sense of a "glow up" for your savings account, blending the warmth of the sun with the precision of modern tech.
While the visuals project serenity, the voice brings the energy. We developed a verbal identity that refuses to hide behind jargon. The brand advocates for transparency and simplicity. It is a voice that speaks to the client not as a case number, but as a peer looking to level up.
The result is a cohesive identity that allows Strath to punch above its weight class. By unifying their visual and verbal language, Simétrica Studio helped Strath showcase "experience" despite being a new player. It empowers individuals to focus on their life’s true priorities, proving that you don't need to be "old" to be wise—you just need the right map.
Simētrica
Osvany Tolosa
Dania Gámez
Karla Ibarra
Rodolfo Guerra
Marcelo Almaguer
Foro.Codes
Strath
Oscar Juárez - Founder
