Sendero Wealth Management

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.


Sendero Wealth Management’s original brand had been used for more than a decade. In recent years, the firm had experienced significant growth, expanded its services to new audiences, and created new business lines. A new look and message was needed to communicate the firm’s evolution.


Our Communication and Creative teams spent dedicated time with Sendero’s leadership and marketing teams to understand the company’s history, values, audiences, services, and plans for the future. This guided the logo development and brand messaging process.

Beginning with a selection of organic sketches, the Sendero team gravitated to a classic, yet modern, monogram style that speaks to stability and security. 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. The tagline Trusted. Independent. Guidance. was developed to further reflect the company’s unwavering commitment to its founding principles.

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.

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