The brief was to devise a name for a company in the field of financial advisory. The client required us to avoid both familiar acronyms, as well as excessively long names. The vision was to find a brand name that would be short, easy to pronounce, and that would symbolize the company’s dynamic nature. All of these conditions meet within the meaning of the word ‘swell’: the waves that hit the shore at the same time symbolize the common journey of the client and his financial advisor both arriving at their intended destination. The company logo alludes to waves that represent the market’s dynamics and accumulation of investment. The two points on the side stand for the client and the advisor. Finally, the typography asserts the conservative and stable nature of the company.