Case Study: Forthlane

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Forthlane Partners
Wealth Management
Toronto, ON

Challenge:
Forthlane is disrupting the way families invest their riches by focusing holistically on investment; from mental wealth to dollars in their bank accounts. Our challenge was to make their brand fit into the corporate mould while appealing to a varied demographic. We discovered that 70% of a families wealth disappears after 3 generations because younger generations aren’t as equipped to handle the family vault. While the brand focused on three family generations, it was really important for them to target the new generation of 25-40 year olds.


The Project:

  • Brand discovery workshop

  • Brand messaging including tagline and value statements

  • Naming

  • Brand identity design

  • Brand voice guide

  • Social media design

  • Presentation & pitch decks

  • Corporate informational one-pagers and marketing materials

  • Tight collaboration with an interior design team to develop interior and exterior signage, interior art, and finishes.


 
When we started with concepts for this project, we asked ourselves ‘what is passed on from generation to generation across all families? It’s all rooted in family heirlooms. Here are a few explorations into family crests that we developed while concepting.

When we started with concepts for this project, we asked ourselves ‘what is passed on from generation to generation across all families? It’s all rooted in family heirlooms. Here are a few explorations into family crests that we developed while concepting.

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A look at some of the signage and wallpaper designs that we created for STOA interior design for their office. We used wood from different Canadian trees to create the signage for their boardrooms, to make the office feel like a Muskoka cottage.

A look at some of the signage and wallpaper designs that we created for STOA interior design for their office. We used wood from different Canadian trees to create the signage for their boardrooms, to make the office feel like a Muskoka cottage.

 
The family cottage played a central role in the Forthlane branding. The imagery behind a place where all families of all ages can come together to hang out inspired the photography and colour palette of the brand. This photography is woven throughout the brand, from their marketing materials to their one-pagers.

The family cottage played a central role in the Forthlane branding. The imagery behind a place where all families of all ages can come together to hang out inspired the photography and colour palette of the brand. This photography is woven throughout the brand, from their marketing materials to their one-pagers.

The brand started out as being called kin wealth. Here are a few early sketches.

The brand started out as being called kin wealth. Here are a few early sketches.

 

Approach: We were struck by the thought that if a family heirloom could be passed on from generation to generation, what if Forthlane was the family heirloom that was passed from generation to generation. We structured the entire brand around this idea. It’s all in the details:


Colour: Forthlane’s primary brand colour is a deep purple. For a long time, purple was an exclusive colour (only being worn by royals or elites) as it took two expensive and rare dyes to create clothing with it.

What connects family more than a family cottage? Much of the imagery that inspired the brand story for Forthlane, was taken from the Canadian outdoors. The extended palette is built from rich hues in nature.

Font Matters: The wordmark is a modified version of Paciencia, a modern font based on the tried and true craft of calligraphy. The wordmark is strong and grounded, which reinforces the reliability of the firm, while the lowercase ‘f’ denotes its humble nature. The Forthlane mark was created by marrying an iconic ‘f’ and a cardinal.

The Cardinal: The cardinal symbol was carefully chosen to reflect the company’s Canadian heritage and values. Cardinals are heralded as a symbol of wealth, power, enthusiasm and family. Young birds are rarely left alone, as their parents take turns leaving the nest to find food. This trait feels perfectly at home with Forthlane’s mission to equip families for generations to come.

 

Solution: We created a brand with multiple colours, logo variations, and systems that could support an entire team of employees. We trained the team by using a robust voice guide and visual standards. The doors to the Forthlane family office opened earlier this year and is garnering a great reputation.