Charting new territory in Wealth Management

Pathfinder was recently founded by a group of wealth management specialists determined to transform the industry. Drawing on deep industry expertise, Pathfinder serves as more than a trusted partner — they act as stewards of their clients’ financial futures. They focus on education and peace of mind, simplifying complex financial landscapes and providing clear roadmaps that help clients navigate toward their goals with confidence and clarity.

Translating guidance into visual language

To embody Pathfinder’s role as a trusted guide, we built the visual identity around the star—the universal symbol of navigation and direction-finding. At the heart of the brand, we wanted the guiding element to be the most pronounced attribute, so the star became the inspiration and focal point of the Pathfinder logo. We crafted a modular icon that feels solid, grounded, and adaptable to various applications.

To achieve delicate balance in the visual identity system, we paired the clean and approachable sans-serif typeface used in the logo with a more classic secondary typeface for headings and titles, establishing a sophisticated yet approachable presence.

These foundational elements are enriched by supporting textures inspired by natural landscapes and geological structures that represent the multifaceted nature of life’s journey. From smooth, dune-like patterns to structured geological strata, these organic textures add depth and meaning to the brand, reflecting how Pathfinder guides clients through both the gentle transitions and challenging terrain of their financial landscapes.