Sparrow Wealth Management

Identity, guidelines & website build

I worked directly with the founder of Sparrow Wealth — a woman-led fiduciary firm — to create a complete identity. The logo, palette, typography and custom icons are documented in brand guidelines and carried through business cards and a custom Squarespace build. The brand reflects her personal style: luxe without effort, authoritative without edge, and clear without sacrificing warmth. The fanned-wing mark nods to adornment of a necklace or crown, while the feathers suggest the shelter, lift and steady growth her guidance provides.

Sparrow Wealth Management website homepage with the fanned-wing logo, the headline Clarity for life’s most complex financial moments, and a teal marble section
Sparrow Wealth Management brand guidelines cover with the sand-colored fanned-wing logo on a linen background
Brand overview page from the Sparrow Wealth Management guidelines, with white type on teal marble covering voice, tone and values
Logo page from the Sparrow Wealth Management brand guidelines showing the primary logo and its teal, dark gold, white and mark-only versions
Logo size and usage page showing clear space, minimum sizes and examples of logo misuse
Sparrow Wealth Management color palette of muted teal, sand and linen, with dusty periwinkle, sea glass and heather as secondary colors
Typography page pairing Ador Hairline headlines with Shippori Mincho body copy
Custom feather, nest and birds-in-flight icons for Dream, Build and Grow, with the wing pattern and marble texture
Brand in use page showing the Sparrow Wealth Management business card and website
Back of the Sparrow Wealth Management business card with the web address in sand type on teal marble
Front of the Sparrow Wealth Management business card with the fanned-wing logo and contact details on linen
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