Project Title Vieira Financial Group: Visualizing Legacy.

Role Creative Director, Campaign Lead, Photographer

A full-funnel rebrand and visual campaign redefining how a high-net-worth financial firm communicates trust, legacy, and human connection.

Brand anthem capturing the emotional core of the firm’s identity.

The Challenge

Wealth management branding is notoriously stiff, generic, and jargon-heavy. Vieira Financial needed to look nothing like a traditional financial firm, yet still signal trust to high-net-worth families.

The real challenge was translating an intangible value—legacy, protection, multi-generational stewardship—into a visual language that felt cinematic, warm, and human.

The Solution

I led a 360 degree creative direction effort to redefine the firm’s identity across brand film, lifestyle photography, and high-touch collateral.

1. The Concept: “Visualizing Legacy”

We rebuilt the brand around a simple idea: legacy is not a statistic, it is a feeling. Every visual needed to communicate emotional continuity across generations.

2. The Anthem Film

I wrote, directed, and filmed a brand anthem focused on why wealth matters, not how it works. By coaching non-actors on camera, we captured authentic human moments impossible to script.

3. Lifestyle Photography

To replace “handshakes in boardrooms,” I built a warm, sun-lit imagery library shot on location with real families. The visual language emphasizes authenticity, connection, and premium accessibility.

4. High-Touch Collateral

I extended the brand into physical and digital assets including onboarding books, investment theses, and campaign touchpoints—ensuring consistency from the first website visit to the signed agreement.

The Result

A Cohesive Visual Identity

Delivered a unified film, photo, and design system that relaunched the firm’s digital presence.

Increased Client Trust

The new visual narrative elevated the firm’s high-net-worth positioning and deepened credibility from first contact.

Evergreen Content Library

Produced a re-usable library of assets the internal team can deploy across campaigns for years.

An indoor setting with escalators, a large billboard showing an aerial view of a landscape, and the message 'Legacy is built, not bought.' with the website vieirafinancialgroup.com and a logo in the lower right corner.
Three panels of a financial services promotional graphic. The first panel shows a grayscale portrait of a man in a suit with the text "Why algorithms can't replace advice. In a world of robo-advisors, trust is the only currency that matters." The second panel features a grayscale photo of an elderly man and woman walking outdoors together, with the text "Wealth is personal. Your strategy should be too. We build plans around your life, not just your portfolio." The third panel displays a logo with the words "VIEIRA FINANCIAL GROUP" encircling a flower-like icon, with the tagline "Visualizing Legacy." The website URL "VIEIRAFINANCIALGROUP.COM" is at the bottom.
Person holding a 2025 investment thesis book on a light-colored round table, with shadow cast on table from sunlight.

In a digital-first world, physical touchpoints create weight. I designed this onboarding dossier as a “keeper artifact” clients receive at signing and keep on their desks, not in their downloads folder. It gives the abstract promise of wealth management a tangible presence.

Person holding an open brochure with financial and wealth management information, including a circular infographic and text about the 2025 allocation strategy and wealth confidence, on a light-colored table.