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Brand Identity for a Cutting Edge Wealth Tech Platform Fabric by &Walsh

Fabric (formerly Talagent Financial) is a cutting-edge wealth technology platform designed for modern advisors. They hired &Walsh to help redesign their brand in tandem with their new platform launch.

&Walsh worked on the naming, brand strategy, visual identity, 3D assets, platform design, and the website design. In their initial strategy work, they learned that advisors shared a negative sentiment around risk.

However, Fabric’s technology allows you to embrace risk in new and powerful ways so they decided to center the brand direction on just that – a shifting perception of risk.

The brand expression demonstrates that risk should not be avoided but instead embraced. Risk is all around us, it is the Fabric of life.

The brand’s original name Talagent was a combination of Tailsman and Agent. Consequently, many people started associating it with the insurance category because of the “agent” connotation.

&Walsh decided to go through a strategic naming process to find a more evocative and unexpected name that better told their brand story around risk. The word “Fabric” captures the idea of a weaving tapestry. This inspired not only the name but the entire brand idea “Risk is the Fabric of Life.”

The challenge in developing the interface was to organize a vast amount of information extracted from each client’s database and present it simply to assist the advisors in making the best decisions. Together with the Fabric team, &Walsh designed an experience that allows advisors to manage a larger number of clients much more accurately and with insights that only Fabric technology could provide.

Agency: &Walsh
Creative Direction: Jessica Walsh
Strategy: Lauren Walsh, Angie Shih
Copywriting: Angie Shih
Executive Producer: Luciana Almeida
Production: Rinny Shim, Kasia Sasinowska
Art Direction: Lucas Luz
Lead Designer: Lucas Luz, John Sampson
Design: Sasyk Mihal, Soomin Jung, Jeremy Rieger, Riisa Liao, Jess Gracia, Jada Akoto, Simoul Alva, Steven Xue, Jiayue, Johnelle Smith, Josh Krauth-Harding, Sofia Noronha, Leila Čičić, Diane Diana, Juanse Carvajal, Marek Rybicki, Marie Ducrocq, Fabrizio, Kristýna Jenčová, Javier Gutierrez, Tiffany M. Wu, Mikayla Hittle
UI/UX Design: Lucas Luz, Leila Čičić, Glauber Sampaio, Victor Belinatti
3D Design: Lucas Luz, Sanchit Sawaria, Poppy Zafeiraki
Case Study Photography: Jarett Loeffler, Chelsea Finkel, Tiffany Thebodeau, Hatsue Andrews

Copyright @ &Walsh
Creative agency in NYC specializing in branding & advertising. &Walsh work with clients starting from the initial brand strategy phase to the design, art direction and final production of a project. They believe in creating beautiful, emotion-driven work that functions for their client’s goals and resonates with their audiences.

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